Introduction: At TFWA World Exhibition & Conference 2025, Thélios, LVMH Eyewear Excellence, exhibited a renewed focus on product excellence, immersive experiences and the evolving role of eyewear within the travel retail ecosystem.
Speaking to The Moodie Davitt Report Brands Director Hannah Tan, Head of Global Travel Retail Alessandro Eucaliptus shared his insights into the luxury group’s growing portfolio, retailer collaborations and priorities for the year ahead.
“This year we changed the concept of our booth for one main reason – to focus on product,” says Head of Global Travel Retail Alessandro Eucaliptus, signalling a deeper strategic shift in how Thélios presents its craftsmanship and brand storytelling in the channel.
“At the heart of our selling ceremony is a desire to show our customers and consumers that Thélios products stand out for their exceptional quality.”
Among Thélios’ key travel retail highlights this year is a major global first for Bvlgari.
“We’re very proud that for the first time Thélios will launch a global travel retail exclusive for the brand – the B Zero family,” Eucaliptus says. “It features a distinctive new shape and will be supported by a dedicated advertising campaign and high-impact placements at major airports worldwide.”
As Thélios continues to build a balanced portfolio across Maisons and proprietary labels, the company is sharpening its attention on new opportunities in its diverse portfolio.
“Of course, we’re presenting the latest travel retail collections from Dior, Fendi and Celine, our key pillar brands. But commercially, our focus for 2026 will be on those in earlier stages of development, such as TAG Heuer, as well as our owned brands Vuarnet and Barton Perreira.
“We’re also challenging our customers to view Loewe differently,” he adds. “Beyond being one of the hottest brands globally, Loewe now has a clear message and strong commercial potential in travel retail. We’re investing significantly in seasonal activations, including new pop-ups such as our Madrid installation in partnership with Avolta.
“The brand is already listed in Asia Pacific and selected European locations, and our goal is to expand its presence in line with the rest of our portfolio.”
From high-profile pop-ups to dynamic, multi-sensory activations, Thélios continues to strengthen its presence in travel retail through experiences that blend brand storytelling, craftsmanship and consumer engagement.
Each Maison under its portfolio is given a distinct platform to express its identity whether through cultural moments, seasonal celebrations or innovative brand theatre that turns travellers into active participants.
“In terms of seasonal activations, 2025 has been a busy year,” Eucaliptus explains. “We ran a Dior pop-up in London, a Bvlgari Chinese New Year animation themed around the Year of the Snake in Asia Pacific and Fendi activations in Istanbul.
“In Dubai, we created a Bvlgari installation for Ramadan featuring a live artist drawing personalised designs. Each of these projects reflects our strategy: to bring every focus brand to life at the world’s best airports.
“We’ve also been very active with TAG Heuer. In August and September, we ran an animation at Zurich Airport featuring a Formula 1 simulator which was part of a full 360-degree plan with multiple consumer touchpoints: digital screens, a high-profile zone near the sunglasses area and a central pop-up with the simulator.
“Travellers queued to participate, and we encouraged them to wear the sunglasses during the experience to highlight the quality of the lenses.”
Digital innovation remains on Thélios’ radar, but the Maison remains committed to balancing tech-driven tools with tangible luxury experiences. “We’re also exploring technology,” Eucaliptus explains. “We tested a virtual try-on for Bvlgari in Qatar and are open to expanding such tools – but always within the aesthetic codes of each Maison.
“Luxury consumers want to feel the product, understand its materials and connect with the brand’s story. That’s why we encourage retailers to implement brand-specific fixtures that reflect the same materials and design used in the boutiques.
“In Qatar, for instance, we installed a ‘magic mirror’ that lets travellers interact with digital content while still being able to touch and try the physical products. It combines technology with tangible experience – essential for sunglasses.
“We’ve learned how crucial it is to connect with travellers in fresh, immersive ways,” he adds.
As global luxury faces shifting market dynamics, Eucaliptus highlights eyewear as one of travel retail’s most resilient and opportunity-rich categories. For Thélios, this resilience stems from its selective growth strategy, strong partnerships and the ability to offer travellers an accessible yet aspirational entry point into luxury.
“Performance-wise, 2025 has been very positive,” Eucaliptus explains. “We’re still growing strongly, particularly in Europe and the Middle East. Our strategy remains selective – that’s one of our core pillars.
“Compared with other categories, eyewear offers travellers their first entry point into luxury, and retailers are recognising its value. The category attracts the right consumers and deserves greater visibility and space.
“The role of sunglasses especially in travel retail is to elevate the category,” he adds. “We are a resilient business and are not feeling the same negative impact as other categories.
“The entire industry, including our competitors, is performing well. Our message to retailers is clear: believe in this category and invest in it. Because when you do, the results speak for themselves.” ✈
