Introduction: Overseas Distribution Company (ODC) has come a long way from its humble beginning as a ship chandling business in the 1980s, serving the ports of the Netherlands, Belgium and France.
Today, the company operates in over 50 countries, distributing products across key categories such as liquor, tobacco, confectionery and perfumes & cosmetics.
The Antwerp-based company’s CEO Eric Demaerel and Commercial Director Manuel Demaerel speak to The Moodie Davitt Report Senior Reporter Ameesha Raizada on how they are shaping a resilient, future-ready business in travel retail.
As a prominent player in the duty-free distribution landscape, ODC is leveraging its experience and strategic foresight to adapt to evolving consumer demands.
Manuel Demaerel says: “We consolidate multiple commercial services and create value through our comprehensive supply chain efficiency and executional excellence.
“In an ever-changing market environment, we offer innovative system solutions to deal with the complexity of travel retail distribution.”
The family business is expanding its global footprint and the Demaerels have a strategic vision for the company’s growth.
As reported, ODC recently opened a commercial and logistics office in Dubai to provide brand partners in the Middle East, Africa and Asia Pacific with efficient distribution and supply chain solutions.
This month, industry veteran Paul Murray joined as CEO Middle East to oversee regional operations.
Eric Demaerel adds: “This global hub positioning will allow us to deliver a platform offering regional and localised solutions to our partners.
“It will bring them closer to market, reducing lead and reaction times to enhance speed and delivery through regional stock holding in Dubai.
“Our key focus will be maintaining our proven world-class speed-to-market supply chain expertise. We will provide turnkey solutions to connect our partners with travel retail customers across the Middle East, Africa and Asia Pacific – underpinned by excellent service and quality standards.”
Pioneering industry standards
“We are a family business but don’t mistake us for a small player,” emphasises Eric Demaerel.
“We are one of the leading distributors in Europe and Africa for global brands in travel retail. For some, we operate on an exclusive basis.”
ODC key account managers combine years of experience with niche expertise to provide the best support and solutions for business and distribution.
In an increasingly complex regulatory environment, maintaining high standards in logistics and product safety is also vital.
ODC is an Authorised Economic Operator-certified company, a designation that underscores its commitment to secure, reliable distribution.
Eric Demaerel says: “Product flow safety procedures make us an efficient and trustworthy partner for retailers and suppliers. It all starts with quality in logistics, security in delivery.”
The company is verified yearly by customs, and it delivers all duty-free products using Transported Asset Protection Association-secured trucks and containers with geo-tracking.
ODC’s commitment to sustainability is another differentiating factor. Since 2023, the Antwerp-based company has partnered with Encon, a sustainable practices expert, to boost its green efforts.
Manuel Demaerel notes: “In our dynamic business environment, embracing sustainability isn’t merely a choice anymore, it’s our responsibility.”
Focusing on transparency
ODC is optimistic about the opportunities emerging in travel retail. Manuel Demaerel highlights: “We are the leading distribution company in tobacco, and one of the leaders in spirits, beers and confectionery.”
The company is well positioned to continue its growth trajectory, aiming to grow its business in the perfumes & cosmetics category. ODC also has the in-house knowledge and data to offer advice on request from retailers on traveller preferences.
Manuel Demaerel also points out the role of data and technology in future opportunities: “We are implementing live data sharing and EDI [electronic data interchange] with retailers and suppliers to streamline the ordering process.
“Our business-to-business platform, Bluebird, allows clients to access real-time information about their orders and our product portfolio. It’s about creating transparency and efficiency, which are key to long-term partnerships.”
Strong, mutually beneficial partnerships form the backbone of the company’s success. According to Eric Demaerel, a good partnership is based on a sustainable business model – one that is transparent and creates value for both ODC and its brand partners.
He says: “It should be a win-win situation. For example, we have developed a preferred distributor relationship with the Proximo Group, Flor de Caña, Kellanova and others.”
As the travel retail landscape continues to change, ODC is committed to staying ahead of the curve. With a keen focus on innovation, sustainability and strategic partnerships, the company is well-equipped to navigate the global market. ✈
