Introduction: Founded in 1957, Canadian fashion house Joseph Ribkoff has built its reputation on timeless design, inclusivity and comfort. Today, the brand is present in more than 60 countries and continues to expand its international footprint, with a growing presence in the cruise channel and a strategic push into airport retail.
In this interview, Joseph Ribkoff Senior Director Nadine Clour speaks with The Moodie Davitt Report Brands Director Hannah Tan about the brand’s first airport pop-up, the opportunity for affordable luxury within the travel environment and Joseph Ribkoff’s mission to bring ‘Effortless elegance’ to women around the world.
“We have been around for 68 years and remain proudly Canadian in design and spirit,” says Joseph Ribkoff Senior Director Nadine Clour. “As a label trusted for over six decades, we understand the style needs of the modern, international traveller; confident, discerning and always on the move.
“Our objective is to elevate Joseph Ribkoff’s global visibility and make the brand more accessible to women around the world. We feel that travel retail offers an opportunity for us to have reach that consumer and expose us to a new market.”
While Joseph Ribkoff only made its travel retail debut at TFWA Asia Pacific Exhibition in Singapore this year, the company already has a growing presence at sea and is slowly expanding into airports too.
“We have some presence on cruise ships with Effy, MSC and Starboard,” Clour says. “Now, we want to see how we can expand on that as well as tap into the airport duty-free business.
“We were so delighted to have exhibited at the Singapore show and made some great contacts. Through that, we were able to collaborate with Cairns Airport in Australia. We’re launching a pop-up with them in November and are in discussion with another airport to see if we can lock in another activation.”
From a channel perspective, the brand’s ambitions are broad. “Right now, we’re exploring possibilities everywhere,” she says. “We currently have a great presence in Australia, New Zealand and Japan, and are starting in South Korea right now.
“Cannes gave us a great opportunity to engage with operators and airports from Europe, where our brand is already present domestically. Ultimately, we want to build across Europe, Asia and North America, particularly in our home market, Canada.”
Comfort, versatility and inclusivity
At the core of Joseph Ribkoff’s offer is a signature blend of comfort and elegance. The brand’s designs combine wrinkle-resistant, easy-care fabrics for simple packing and ready-to-wear style. “The Joseph Ribkoff collection is positioned in the premium bridge segment,” Clour says. “Beyond our core ready-to-wear range, we offer the Joseph Ribkoff Signature evening wear line and our new Sport collection, which is particularly suited to travel.”
Inclusivity is a cornerstone of the brand’s DNA. “We offer sizes from 2 to 22, which is rare in our segment,” she adds. “Our goal is to ensure that every woman, regardless of body type, can find something she feels confident and beautiful wearing.”
Space is always an issue in travel retail, particularly for new brands entering the channel. Explaining how Joseph Ribkoff will navigate limited airport retail spaces to accommodate its inclusive sizing ethos, Clour explains: “We plan to display core sizes – small, medium and large, with additional sizes in back-stock. Many of our bestsellers, like our elasticated pull-on trousers, are by design perfect for travel and easier for our retail partners to manage.”
Effortless elegance that moves with you
With an average price point around €250, Clour believes that Joseph Ribkoff addresses a white space in the affordable luxury segment in travel retail. “Our products sit between premium and luxury,” says Clour. “Many travellers want a ‘wow’ piece but don’t want the ultra-luxury price tag – that’s where we come in.
“Airport fashion is often dominated by global luxury names. There’s a gap for a premium, accessible brand like ours,” she adds. “A woman might not want to invest thousands, but she still wants something special. We offer spontaneous luxury that’s attainable.”
This philosophy is encapsulated in the brand’s tagline, ‘Effortless elegance that moves with you’. “I believe this perfectly captures our philosophy and communicates what we can offer to the travelling woman,” Clour comments.
This ‘effortless elegance’ is brought to life in travel retail through a versatile, travel-friendly product portfolio, elevated retail design and exceptional service. “For us, experience starts with people,” says Clour. “We plan to deliver exceptional service through well-trained sales staff who can communicate the brand’s story: from our easy-care fabrics to our inclusive sizing. Product knowledge and personal interaction are central to our strategy.
“We aim to attract shoppers through standout visual merchandising – eye-catching, elegant pieces that stop travellers in their tracks. Once engaged, we can build full looks with complementing essentials, such as camisoles, pants and jackets. The versatility of our collection encourages impulse purchasing and repeat wear, making it ideal for the travel retail environment.
“We’re also a relationship-driven brand, having worked closely with our global retail partners for over six decades. That same relationship ethos will guide our travel retail presence.”
Adaptability is central to the brand’s travel-retail strategy, particularly when developing travel retail exclusives and locally resonant collections, essential elements in the travel retail ecosystem.
Clour says, “Because we’ve worked with multi-label boutiques, department stores and cruise lines, our infrastructure is built to adapt quickly, which means we are able to deliver everything from exclusive collections to region-specific assortments.”
Looking ahead, Clour sees vast growth potential for Joseph Ribkoff in travel retail. “The sky’s the limit,” she says. “Our goal is to build a meaningful global footprint – with a strong presence in major airports across Europe, Asia and North America.
“As a Canadian brand, we’re also eager to represent our home country within the travel retail landscape. Partnering with a leading operator who understands our positioning and can secure the right locations will be key to achieving that.
“Ultimately, our goal is to make women feel comfortable, confident and effortlessly elegant, wherever they’re travelling.” ✈
