Mäurer & Wirtz has extended its presence in travel retail with new listings for its 4711 and Baldessarini brands in the Middle East and Asia.
In April, Baldessarini and 4711 fragrance lines made their debut, in collaboration with duty free distribution specialist BWC Forwarders, at Hyderabad Rajiv Gandhi International Airport and Delhi Indira Gandhi International Airport. Featured items include 4711 Original and Baldessarini’s Ambré, Nautic Spirit, Secret Mission and Strictly Private.
Mäurer & Wirtz’s 4711 is taking flight in travel retail in the Middle East and Asia |
BWC Forwarders General Manager Sanjeev Bhalla said: “Launching the Mäurer & Wirtz fragrances in Hyderabad and Delhi Duty Free stores adds another feather to the cap of BWC Forwarders.”
The 200ml 4711 Original Eau de Cologne natural spray, which is exclusive to travel retail, has been listed onboard EVA Air since 1 May. The Taiwanese international airline is also offering, for pre-order, the 4711 Original Eau de Cologne miniature set of five 8ml, also a travel exclusive, and the 170ml Acqua Colonia Pink Pepper & Grapefruit Eau de Cologne.
In the Middle East, Mäurer & Wirtz has secured listings for both Baldessarini and 4711 fragrances with Iraq Duty Free at Baghdad International Airport and Erbil International Airport. Mäurer & Wirtz is supporting the launch with an exclusive 150ml Erbil 4711 Original Eau de Cologne.
A spokesman for Iraq Duty Free said: “Passengers travelling through our shops, both nationals and transit passengers, are looking for high-quality, contemporary fragrances from famous international brands. They will be delighted to find the Baldessarini collection and also the 4711 Original Eau de Cologne, particularly the Erbil-exclusive 150ml edition which they will not find anywhere else.”
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Travel retail is described by Mäurer & Wirtz as an “ideal launch pad” for its 4711 and Baldessarini fragrances | |
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Mäurer & Wirtz Sales Product Analyst (responsible for travel retail business) Sascha Gillessen added: “The 4711 and Baldessarini fragrances from Mäurer & Wirtz House of Perfumes are enjoying a resurgence in travel retail with recent listings in Europe and the Middle East, and also exciting listings in Asian travel retail.
“We believe that travel retail is an ideal launch pad for fragrances of this calibre and we look forward to extending our presence in this channel.”
Acquired by Mäurer & Wirtz four years ago, the Baldessarini brand creates classic men’s fragrances including Baldessarini Signature, Baldessarini Ambré, Baldessarini Nautic Spirit and the most recent launch, Baldessarini Ultimate.
