Crabtree & Evelyn’s presence at this month’s IAADFS exhibition in Orlando underlines the brand’s commitment to – and desire to further expand within – the travel retail channel.
That was the message from Managing Director, Latin America & Travel Retail Americas Juancarlos Delgado and his team, as they showcased Crabtree & Evelyn’s latest innovations, exclusives and customisable merchandising during the show.
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The Crabtree & Evelyn team at this month’s IAADFS show in Orlando |
In recent years the brand has embarked on an ambitious modernisation programme to reinvent and reinvigorate its portfolio and image, as illustrated last summer by the London reveal of its new, upscale Night Garden fragrance collection, inspired by the Middle East.
“This is our second time exhibiting here, and it shows that we are serious about the travel retail channel,” Delgado told The Moodie Report. “We are committed to growing our airline, cruise ship and airport business.”
He added: “We want people to see our transformation process, which has refreshed the brand with a modern look and feel. Crabtree & Evelyn has been around for 40 years, yet this latest [make-over] ensures that it still feels modern and fresh. We like to say it is a brand with heritage, not a heritage brand.”
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The West Indian Lime men’s fragrance is an important franchise for the brand |
“Only great brands and products stand the test of time,” added Director of Sales, Latin America & Travel Retail Americas Diego Aleman. “We do not ever compromise on quality or ingredients.”
Crabtree & Evelyn presented a range of travel retail exclusive sets at the show, including a selection of best-selling Hand Therapy sets, such as the Everyday Eight and Super Six. The brand also showcased its West Indian Lime men’s fragrance travel assortments.
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