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Buckley’s original black gift boxes are slowly being phased out to make way for elegant light blue packaging |
Buckley Jewellery recently exhibited for the first time at the IAADFS Duty Free Show of the Americas, where the company sought to expand its business in the region.
Speaking to The Moodie Report, Buckley Sales and Marketing Director Neil Thompson said: “We already have very good penetration inflight in the Americas and now we want to take that exposure and translate it into ground shop opportunities for our brands. IAADFS Orlando has been brilliant for us; we concluded deals for three new airport locations during the show and have ongoing negotiations with some very significant retailers.”
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Buckley will unveil its new Bouton brand in Singapore |
Buckley Jewellery is listed on 11 airlines in the Americas, including the “˜big four’ and several others in central and south America and Canada. “The positive reception to Buckley’s inflight collections in the region, as well as our experience in the Middle East and Asia has given the company the confidence to expand into the Americas,” Thompson said.
Outside the Americas, Buckley Jewellery’s inflight business is also booming. “We started in travel retail at the beginning of 2010, and we’re now on over 80 airlines. The response to our ranges has been fantastic and we will be introducing four new inflight ranges during 2012,” he added.
On the ground, the company has rolled out its Buckley London self select range in over 50 duty free locations, including Kuala Lumpur International Airport (with Eraman), Haven Duty Free (with Heinemann Asia Pacific) and Jeju Island (JDC Duty Free) in Asia, as well as Sharjah International Airport (Dufry), Doha International Airport (Qatar Duty Free) and Bahrain International Airport (Bahrain Duty Free) in the Middle East.
The self select range comprises over 200 styles and comes with several display options, such as a four-sided stand (in small and large sizes), under-the-counter and under-glass. The most popular retail solution is the small four-sided stand, Thompson revealed.
Some of the self select items are packaged in gift boxes, which recently underwent a packaging change. The original black boxes are slowly being phased out to make way for elegant light blue packaging.
In a bid to better serve its trade customers, Buckley Jewellery is creating space in its London studio to display its wide range of products and retail solutions. “We are going to convert a large part of the studio into a showroom/shop so that when any of our clients visit London they can come and view all our different brands and retail options, from self select to under-the-counter.”
Thompson added: “At TFWA Singapore we will be showcasing a new range of retail display stands which include a new four-sided stand and a new ring display unit where customers will have the opportunity to try rings on in different sizes. The big difference is there will be shelves below containing the ring boxes with the stock which you can then take to the till to pay. It’s basically an unmanned self-select counter.”
“We attended the TFWA Asia Pacific for the first time in May 2010, so 2012 is the start of our third year in travel retail – we’ve come a long way,” he added. “We’re coming back to Singapore again next month where we will have a new stand (N9) and will be launching our sterling silver brand “˜Bouton’.”
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Buckley will return to the TFWA Asia Pacific exhibition next month with a new booth design (stand number: N9) |
WORLD DUTY FREE PROMOTION
In other news, Buckley, in partnership with World Duty Free, is currently participating in a Heathrow Terminal 5 window promotion for a five-week period from the beginning of April. Buckley London designs are showcased in the windows of the main T5 luxury goods store and inside on bespoke display units.
“We are delighted to have the opportunity to showcase our brand at such a premium location,” said Thompson. “Sales for the first two weeks of the promotion have far exceeded our expectations and this has demonstrated that our designs and price points seem to be ideal for the travel retail consumer.”
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Buckley is partnering World Duty Free in a five-week window promotion at Heathrow Terminal 5 this month |
