Boggi Milano’s travel retail expansion gathers pace as it reveals plans to open a new outlet at Munich Airport next year.
The 100sq m store, which will be located in the Terminal 2 Extra Schengen near the Lufthansa lounge, will be the brand’s second store in a German airport following the opening at Frankfurt Airport Terminal 1 in 2014.
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The Munich Airport store is described by the brand as “another leap forward” in its expansion |
The store opening, scheduled for April 2016, will coincide with the completion of work on Munich’s T2 satellite building and will highlight Boggi Milano’s Spring/Summer 2016 collection.
The brand said it has concentrated on domestic markets this year with openings in Genoa, Stockholm, Macau, Beirut and Paris. Further outlets will open in Amsterdam and Munich this month and another store is planned for Kuala Lumpur in January.
Speaking to The Moodie Report at last month’s TFWA World Exhibition in Cannes, Boggi Milano Business Development Manager Paolo Selva said the brand was “determined” to grow in travel retail.
“The store at Frankfurt is another leap forward for Boggi as the brand consolidates its position in Europe,” said Selva. He added that discussions were underway for new outlets in the UK, with the possibility of a store at Luton Airport.
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The new outlet will be Boggi Milano’s second in a German airport, following the store opening at Frankfurt in 2014 |
“Asia remains a major focus for Boggi but the time could be right, maybe next year or in 2017, for us to consider further developments in the USA. The brand is growing, venturing out of the box and thinking beyond its monobrand units. We are talking with major international retailers and there are also cross branding options under discussion,” noted Selva.
Selva said Boggi is synonymous with “understated and accessible luxury” and was determined to emphasise its Italian style and personal service. “We want all of our sales people to be Italian. They must be, it’s a vital part of the brand’s style and its personal service,” commented Selva.
The brand has recently collaborated with guest amenity specialist FORMIA to include the brand’s pyjamas in airline amenity kits.
Boggi Milano’s collections for men include Formal, Easy Formal and Casual ranges. According to the brand, statistics indicate a broad customer range of 20 to 60 years old, with a core target group aged 20 to 40 years old.
