Daniel Wellington is set to open its first mono brand store in Kuala Lumpur next month.
Speaking at the IAADFS Duty Free Show of the Americas in Orlando earlier this month, Daniel Wellington Head of Travel Retail Martina Engwall said the store focused on the domestic market but was a “tester” before the brand rolled out in other regions and expanded further in travel retail.
A Daniel Wellington pop-up store in New York’s Soho district is destined to become a long-contract shop and negotiations for space in other locations were already underway, said Engwall.
Daniel Wellington launched a new version of its Dapper watch range at IAADFS |
Daniel Wellington’s new marketing concept, based on bespoke furniture and display stands, was unveiled in Orlando. The new POS material, combining marble and elm wood with royal blue fabric, was developed in-house by Swedish designers.
Key Account Manager Marcus Lindgren said the minimalistic style complemented the Daniel Wellington watch range. “We are looking to establish an image and encourage distributors to use only our own materials.”
Daniel Wellington also highlighted a new range of small leather goods and an extension of its Dapper watch range, which includes a smaller watch for women and two new straps.
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The 34mm Dapper range with new strap options was presented | |
Both Lingren and Engwall emphasised the importance of the development of the American market in the brand’s future. “The potential here [the Americas] is huge, not just on the ground but also in the air and in the cruise market.”
The USA is the only market where Daniel Wellington has its own distribution network, based in offices in New York and Los Angeles. Its New York office was recently strengthened with the appointment of Brianna Amoroso as Key Account Manager Travel Retail.
Engwall said Daniel Wellington has made its mark in the travel retail watch channel, noting that a number of brands have followed suit by introducing NATO straps and moving towards clear watch faces.
“I believe we have changed the path in terms of watch design,” noted Engwall. She also revealed that travel retail exclusive lines were under consideration.
