B&S has named Luke Maga as Global Sales Director for its Duty Free & Travel Retail division, strengthening the Dutch company’s focus on long-term partnerships and value creation through its King of Reach distribution model.
Maga brings more than 20 years’ international experience across the duty-free and travel retail sector. He joins B&S from Loch Lomond Group, where he led commercial transformation initiatives focused on route-to-market optimisation, premiumisation and distribution expansion across key regions.
Prior to this, he spent a decade at CVH Spirits (formerly Distell International), developing international distribution and marketing programmes across a broad portfolio of brands.
In his new role, Maga will lead B&S’s duty-free and travel retail sales strategy, with responsibility for driving brand growth in both established and emerging markets.
A key focus will be on leveraging the King of Reach brand and digital platform, Kingofreach.com, to support efficient and transparent routes to market for customers and brand partners.
Maga succeeds Joris Broekmans, ensuring continuity within the division as B&S continues to strengthen its position across the channel.
B&S Managing Director Maurice Riegel said: “We are very pleased to welcome Luke to B&S. His deep industry expertise, global perspective and proven ability to build strong partnerships make him an excellent fit for our ambitions.
“With Luke on board, we are confident in further strengthening the King of Reach brand and our role as a trusted global partner in duty-free and travel retail.”
Maga added: “B&S’s King of Reach model uniquely connects brands and customers through smart, efficient and scalable solutions. With its strong digital platform, global footprint and entrepreneurial mindset, B&S offers a powerful foundation for growth across all travel retail channels.
“I’m excited to join the team and contribute to building even stronger partnerships worldwide.”
Based at the B&S headquarters in The Netherlands, Maga will work closely with regional teams in Dubai, Scandinavia and Latin America, supporting continued international expansion across the duty-free and travel retail channel. ✈
