UK. Watch brand breo has reported a successful year in travel retail since its launch in the channel in 2009.
Tyko Trading, the company behind the UK brand, was founded by Rob Morrison, an entrepreneur who is said to have strong views on how to launch a successful brand in travel retail.
Morrison commented: “It sounds simple, but you need to accurately identify what people want then deliver to the market. breo has experienced phenomenal success in the past year with a staggering +5,672% turnover increase from our summer season in 2009 compared to 2010.
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“We won’t leave it at that, we believe in continual innovation so we will always offer the travel retail industry real choice and something genuinely different throughout 2011 and beyond. We effectively deliver to market via Market Connections [its travel retail agent] who has a refreshing and progressive approach to travel retail.”
Morrison believes that Tyko Trading has found a niche in the competitive travel retail market through the USPs of the breo brand.
He said: “Following our high street success, we understand that consumers are looking for versatile, stylish and innovative watches at affordable prices. We have changed the face of travel retail in terms of price points on watches. Prior to breo, there was not much on offer in the £10-£20 price bracket – especially not a watch that looks great, is durable and water-resistant for the beach, pool or on the piste. The packaging is also compact and lightweight which is key for the 49 airlines where we are listed.”
Sales have been “outstanding”, Morrison added, with easyJet selling 16,348 breo items in September.
Sophia Cooke, Lead Category Manager of EasyJet’s partner Gate Total Solutions, said: “Since September, easyJet and Gate Total Solutions have sold a breo watch every two minutes. Promotional activity including a crew incentive and targeted seatback advertising has meant we are selling nearly 600 per day. This currently makes it the best-selling boutique product for us. The key to the breo watch is the price point, collectibility and simplicity making it appealing to everybody.”
One of Morrison’s core values is that “customers deserve choice”. This, he said, is why breo tries to produce a minimum of six colours on the majority of lines its offers. In addition to the watches, breo has launched the Candy Drop earphones on a number of airlines.
Alpha In-flight Retail Buying Manager Chloe Fox commented: “During the summer we sold 1,200 units in one month onboard Thomas Cook which has seen Candy Drops performing +94% above plan.”
Specialist sales, marketing and distribution agency Market Connections, in partnership with UK distributor Whitehouse Travel Retail, has been appointed the agent for breo in travel retail. By working closely with the firms, breo plans to leverage its strengths in design and innovation to launch further products in 2011.
For details, contact Nigel Bennett of Market Connections, tel: +44 7950 970774 or e-mail: nigelbennett@market-connections.co.uk
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