NORDIC REGION. Danish fashion accessories brand DAY ET has extended its network in travel retail through a new listing with Nordic airport retailer Airport Retail Group (ARG).
ARG is highlighting DAY ET products in four multi-brand stores in selected airports, including Helsinki and Stockholm Arlanda.
DAY ET has also extended its collaboration with Gebr. Heinemann and with major cruise and ferry retailers Color Line, DFDS, Scandlines and Viking Line.
“Sales progressions with airports, cruise and ferry partners continue to grow year-on-year; it is time for us to expand more widely in the travel retail channel,” said DAY ET CEO Tine Raahauge.
“Travellers are looking for products that reflect their own values. We have been active in building strong sustainability values into our supply chain while remaining affordable and relevant.”
As reported, DAY ET boasts strong sustainability credentials. The brand uses fabrics which are GRS-Certified and made of 100% recycled post-consumer polyester. By the end of 2023, at least 75% of DAY Et bags will feature recycled materials.
According to the brand, DAY ET is “constantly aiming to be a relevant, transparent and responsible business in its sustainable journey”.
DAY ET cited data from travel retail research consultancy m1nd-set indicating that travelling consumers are increasingly turning towards greener, more ethical products. 84% of those sampled said that a greater focus on sustainability has a positive impact on perceptions of brands while 43% of shoppers are now looking for sustainable and environmentally friendly products at airports.
DAY ET has teamed up with Blueprint to target expansion in travel retail. Blueprint Partner Jens Bonde Poulsen commented: “DAY ET’s philosophy on sustainable production and the company’s environmental messaging truly resonates with travellers.
“Industry data suggests that by 2028 more than 60% of travellers will be represented by Next Gen, Gen Z and Millennials. They are very well informed about how manufacturing impacts the climate, and they are changing their buying behaviour accordingly.
“Retailers are increasingly aware of this and are themselves introducing sustainability targets for their brand suppliers, targets which DAY ET has had in place for years,” he added.
Gebr. Heinemann introduced a ‘Future Friendly: Great for you. Better for the planet’ sustainability concept in 2021 which is highlighted in the retailer’s shops in airports in Berlin, Frankfurt, Hamburg, Vienna and Budapest, as well as on the company’s web shop. Products from DAY ET are featured.
Gebr. Heinemann Head of Buying Fashion & Accessories Madline Herr said: “Our ‘Future Friendly’ concept contributes to the spectacular and sustainable assortment that we want to offer to travelling consumers.
“We are therefore excited to work with brand partners who share our enthusiasm for amazing products that make a social and ecological contribution. DAY ET with their philosophy on sustainable production is a great fit for this.”
“We are pleased to see travel retailers being so forward thinking,” Raahauge added. “We want to make tomorrow matter and that’s one of the cornerstones in our brand strategy. Focusing on being a purpose driven brand with a sustainable ambition is not our end goal, but it’s a great tool on our journey to do better.”✈
