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In December 2005, Godiva opened stand-alone boutiques in Düsseldorf, Germany. By February 2006, it will open a boutique with DFS Galleria in Okinawa, Japan, and a shop-in-shop with DFS Galleria in Guam |
BELGIUM. Godiva has reported an excellent 2005 in international travel retail with strong double-digit growth, attributed mainly to the success of the Platinum collection launched last year.
The company expects growth to continue into 2006, thanks to increasing passenger numbers, better store allocation, new projects and aggressive in-store promotions.
Global Travel Retail Manager Gerry Murray said the Platinum collection had not only succeeded in sales but had also drawn younger consumers – “rarely associated with premium confectionery purchasing” – to the Godiva brand.
This month sees Godiva’s new Truffle collection hitting the shelves with five references exclusive to travel retail.
“Launching an exclusive confectionery product platform in travel retail, as opposed to one or two products, is a first for the industry,” claimed Murray.
“The launch will be backed by in-store sampling, a great on-pack consumer promotion in key European markets, and new merchandising units. Truffles are already a best seller for Godiva, so this new range is bound to be a huge success,” he added.
In the pipeline this year are new launches and roll-outs of boutiques, shop-in-shops and personalised corners.
“We see this as a key point of differentiation for Godiva, and one which is clearly appreciated by the consumer,” said Murray.
In December 2005, Godiva opened stand-alone boutiques in Düsseldorf, Germany. By February, they will be joined by a boutique at DFS Galleria in Okinawa, Japan, and a shop-in-shop in the DFS Galleria in Guam.
“We have a whole list of similar projects in the pipeline for further personalisation to add to our existing distribution. However, we are not just expanding the number of branded locations, but are also introducing our new Modern Allure look to these new travel retail locations,” he said.
Asia will continue as a key growth region for 2006. The company will focus on building its brand franchise with Chinese travellers. “The duty free market in China is also a very big opportunity for us, especially given the large number of Japanese visiting the country,” Murray noted.
Speaking about the confectionery category as a whole, he added: “Confectionery needs to ensure that the leading brands are prominently displayed and in a way that is consistent with how the consumer sees them on the high street. The key opportunity is to use confectionery to build penetration. What other category appeals to all age groups and both sexes?”
MORE STORIES ON GODIVA
Godiva reinvents truffles for lovers – 25/10/05
Decadent Godiva reinvents the truffle – 05/10/05
