Luxury fragrance distribution agency Be Keen, founded in 2012 by partners Abla Bencheikh and Antoine Khouzami, has positioned itself as a strategic partner for a range of luxury fragrance brands.
Over the years, it has forged strong partnerships with notable brands such as Montale, Tiziana Terenzi and Creed, among others, and currently represents nine brands in travel retail.
Its global presence spans 27 countries across five continents, supported by collaborations with leading travel retailers including ARI, Duty Free Americas, DFS, Avolta, Gebr. Heinemann, James Richardson and Lagardère Travel Retail.
As the niche fragrance category continues to evolve, the company highlights the importance of preserving brand authenticity, ensuring that its offers resonate with consumers worldwide.
With travel retail as its key growth market, Be Keen is strategically positioned to shape the future of niche fragrances in the channel.
The company has emphasised the importance of promoting smaller, niche brands that often lack visibility in travel retail, including V Canto, Juliette Has a Gun and Etat Libre d’Orange.
It is also prepared to showcase its impressive premium brand portfolio in the upcoming TFWA World Exhibition in Cannes, featuring new fragrances scheduled for release next year.
In an exclusive interview with The Moodie Davitt Report, Be Keen COO Abla Bencheikh shares insights into the company’s growth strategies and a preview of what lies ahead for niche fragrances in travel retail.
Be Keen has established itself as among the leaders in niche perfume brands within travel retail. What has been the key to your success in working with popular brands such as Montale, Tiziana Terenzi and Creed?
Our success is built on three core pillars: authentic partnerships, in-depth market knowledge and a commitment to delivering exceptional customer experiences.
We believe that the key to our successful collaborations with iconic brands such as Montale, Tiziana Terenzi and Creed, to name a few, lies in creating meaningful relationships that go beyond the transactional. We approach each brand as if it were our own, working closely with them to ensure that their unique heritage and values are highlighted and communicated effectively to global travellers.
A vital aspect of this is ensuring our team is deeply trained in the essence of each brand. This way, in every market we operate, our staff can authentically represent the brand’s story, bringing its vision to life for travellers.
Finally, our partnerships thrive because we align with brands that share our passion for authenticity, quality and craftsmanship, allowing us to successfully represent them within the dynamic travel retail channel.
How has Be Keen’s approach to niche perfume brands evolved since its inception?
Our approach has remained consistent. We have always prioritised working with genuine, authentic brands and building strong partnerships based on trust and confidence. However, recognising the evolution of the niche category in recent years, we now place even greater emphasis on ensuring that our brands stay true to their DNA and core values.
Additionally, we are keen to position ourselves as a unique global partner, ensuring that our high standards and expectations are consistent worldwide – an essential aspect in a global channel like travel retail.
Can you discuss Be Keen’s strategy for expanding its presence in the channel? What key regions or international markets is Be Keen targeting for its travel retail expansion plans?
Our strategy focuses on fostering strong, long-term partnerships with key travel retail operators, securing prime shelf space and continually enhancing the consumer experience.
A significant milestone was our successful launch of exclusive collections at major travel hubs like Istanbul Airport. Highlights include the Royal Exclusive from Creed, typically available only in boutiques; and Shedir, the worldwide-exclusive fragrance from Tiziana Terenzi, created specifically for Istanbul Airport.
Another milestone would be our recent collaboration with Goldfields & Banks, which demonstrates our commitment to consistently delighting and surprising consumers with unique offerings.
We have numerous projects underway in the Americas, with North America leading the way. Recently, we opened in Cancun and are preparing for openings in Boston and Vancouver by the end of the year. While demand was once concentrated in airports favoured by consumers from regions known for their appreciation of niche fragrances, such as the Middle East and Russia, we are now witnessing a growing interest across all regions. Consequently, our expansion plans are quite ambitious.
How does Be Keen identify and select niche brands that are not well-represented in travel retail? How does the company support the growth and development of smaller brands in the channel, and are there are partnerships in the pipeline?
That’s a great question. We carefully analyse market gaps and consumer demand to identify emerging brands that align with our vision of luxury, craftsmanship and uniqueness. Our team conducts extensive research on trends, product quality and the brand’s potential in travel retail.
To support smaller brands, we provide tailored marketing strategies, key positioning and in-store training to enhance brand visibility and consumer engagement.
We have several exciting partnerships on the horizon. We recently signed a partnership with Goldfield & Banks, and we are in discussions with another niche brand that aligns with our vision and will be a great addition to our portfolio. Stay tuned for more announcements in the coming months as we continue to bring exclusive brands to travel retail.
What emerging trends or shifts in consumer preferences will impact the niche perfume segment in the coming years?
I see two key trends shaping the niche fragrance market.
The first is a focus on wellbeing, combining sustainability awareness with a desire for uplifting, feel-good scents. In uncertain times, consumers are drawn to perfumes that enhance their mood and evoke a sense of comfort and security. Traditional ingredients are making a comeback, reminding us of a time when we felt safe. Additionally, there is a growing demand for fragrances with strong sillage that linger for longer hours, offering reassurance of good value for money.
The second trend is the increasing desire for personalised experiences. This includes customisable scents, unique accessories and exclusive limited-editions, all of which are anticipated to gain popularity in the market.
Tell us about your plans for the TFWA World Exhibition in Cannes. What brands and new products will be exhibited?
This year in Cannes, Montale, Tiziana Terenzi, Creed, Etat Libre d’Orange, Juliette Has a Gun, Mancera and the most recent partner Goldfields & Banks will be exhibiting and will present their new fragrances for 2025. Expect to see a variety of luxurious scents designed to captivate the consumer. ✈
