MIDDLE EAST/INDIA. Consumer technology and accessories brand Bitmore has signed a travel retail distribution agreement with Kreol Group. The Dubai-based company will represent Bitmore, recently B-Corp certified, across the Middle East and Indian subcontinent.
The deal, negotiated by Bitmore consultant Lead in Travel Retail Founder and CEO Rajiv Malhotra, was signed at the TFWA World Exhibition in Cannes last month.
Kreol Group, through its subsidiary Kreol Travel Retail – which already represents brands such as Pringles, Torres, Kägi, Two Stacks Irish Whiskey and Don Nacho Tequila in these regions – will leverage its extensive network to expand Bitmore’s presence and visibility.
Kreol will distribute more than 25 Bitmore consumer electronics stock keeping units covering categories such as power banks, charging devices and audio accessories, and other products including Snoooza travel pillows.
Bitmore CEO Hoj Parmar said: “We already had direct relationships established with major retailers in key Middle East airports in the UAE and Saudi Arabia, which logistically has been quite challenging. So having a local partner of the stature of Kreol Group – which already represents so many great brands – to take care of supply chain and logistics servicing the local market is a great help.
“They are a very well-established business in the region with extensive reach locally in the Middle East and the Indian subcontinent, which makes them an ideal partner to take Bitmore forward in airport and cruise retail in parts of the world which have great growth potential for our expanding brand.”
Kreol has two decades of experience as a multi-category distributor. Renowned for its comprehensive distribution network, and a portfolio that spans across a multitude of categories, the group has established a strong reputation in travel retail – particularly across the Middle East and Indian subcontinent regions.
The company history is punctuated by an innovative approach to duty free retailing, fostering partnerships with brands and retailers worldwide.
Kreol Group Executive Director Kreol Arakulath said: “We are incredibly excited to welcome Bitmore into our distinguished ensemble of brands. The company’s dedication to sustainability resonates with the environmentally conscious ethos of today’s global traveller.
“In a world of greenwashing, it’s refreshing to see brands take a serious approach to certifications and transparency. This partnership underscores our commitment to curating a product mix that isn’t just valuable, but also tries to be responsible.
“We’re delighted to embark on this journey with Bitmore, marking a new chapter in offering innovative products within the travel retail space.” ✈
