Maui Jim has introduced a series of high-profile promotions in airports around the world. These have helped it expand its distribution in many locations, said the sunglasses brand.
Maui Jim said it boosted sales in Europe during March with displays at London Gatwick with World Duty Free Group (WDFG) and at Amsterdam Airport Schiphol with Kappé.
Maui Jim’s launch with Aelia Duty Free at Nice Airport earlier this year was followed by a promotional campaign in May. The brand also collaborated with Gebr Heinemann and partners at a number of locations, including Munich T2, Vienna and Bucharest Henri Coandă International.
Recently Maui Jim debuted its latest styles on branded wall bays and gondolas at Billund and Budapest airport stores with Heinemann, at Lisbon Airport with Dufry, with Lagardère Travel Retail at Luxembourg and Seville airports and at Tel Aviv with Erroca International. The brand will also launch at Malta International Airport with Classic Group next month.
In the Americas Maui Jim has partnered with WDFG at Cancun Airport, using two gondolas to display 96 pairs of sunglasses.
This month Maui Jim ran a major promotion at Montreal Airport in association with Aer Rianta International. The campaign included illuminated gondolas holding 39 pairs of sunglasses and incorporating artwork, mirrors and Hawaiian visuals to reinforce the brand’s heritage.
Maui Jim noted “steady progress” in the Asian Pacific market, with activations at Bangkok Airport in April and May with King Power and at Shanghai Pudong International Airport with Sunrise Duty Free from May through June.
A Hawaiian-themed display of Maui Jim’s best-selling styles is also running with JR Duty Free at Brisbane International Airport from June through July.
Maui Jim Travel Retail Director Giles Marks commented: “The travelling consumer is looking for style, for quality, for innovation – and they will find all three with Maui Jim sunglasses. Our lenses are the most technically-advanced on the market and there is no compromise on fashion or fit. We can accommodate the sports fanatic, the sun-lounger, the outdoor enthusiast, the fashionista.”
Marks highlighted the brand’s MauiBrilliant lenses, which are described as lightweight, robust and fit into a range of contemporary frames.
Marks also hailed “terrific” results from retailers all over the world. “We have seen double-digit growth over the last few years with all regions performing equally well in spite of challenging market conditions in several areas. The category as a whole is growing fast and Maui Jim is among the top performers,” he said.
