Click on the video above to watch the full episode, filmed in Singapore by Alexander Roux for The Moodie Davitt Report
Introduction: In the latest episode of Moodie Davitt Showtime, Skross Co-CEO Sam Gerber discusses the company’s brand transformation, the launch of a new travel-focused electronics range and the values underpinning its growth strategy in travel retail.
During the conversation, Gerber reflects on Skross’s refreshed identity, centred on the pillars of ‘Safe, Simple, Swiss’. He also explains how the company is leveraging its Swiss heritage, product quality and traveller-centric innovation to differentiate itself in a competitive marketplace.
“After almost 20 years of carrying the Skross brand that people knew through its classic design, we felt it was time to take a fresh look at what the brand stands for and revisit our DNA,” says Skross CEO Sam Gerber.
“Safe, Simple, Swiss perfectly captures what Skross stands for and describes our DNA,” he explains.
Central to the refreshed visual identity is a redesigned logo featuring the brand’s distinctive red ‘K’ at its heart, reflecting what Gerber describes as the company’s commitment to placing Swissness at the centre of the brand.
Safe, Simple, Swiss
Safety remains a key differentiator for the business, supported by its continued focus on product development, engineering and compliance. Simplicity is equally important, particularly in a travel environment where consumers are increasingly seeking intuitive solutions.
Gerber links the company’s Swiss heritage to its approach to sustainability and product longevity.
“While many companies talk about sustainability, we have a very simple equation: sustainability equals quality,” he explains.
As an example, Gerber highlights the company’s global warranty programme, which offers customers support regardless of where a product was purchased or where they are travelling.
Technology designed for travellers
Gerber also discusses the company’s recently launched electronics range, developed specifically for travel retail.
Among the highlights are chargers with integrated cables and interchangeable plug heads that allow travellers to use a single product across multiple markets. The company has also launched laptop-compatible power banks and a new professional range of higher-capacity chargers.
According to Gerber, the range reflects Skross’s broader ambition to align product innovation with its refreshed brand identity and travel retail focus.
Gerber also reflects on the wider travel retail landscape and the challenges facing businesses amid ongoing global uncertainty.
“I think we can all agree that we are living in uncertain times, and uncertainty increasingly feels like the new normal,” he says.
However, he argues that companies should remain focused on the fundamentals, particularly quality, innovation and strong partnerships.
Gerber concludes with a message of resilience and collaboration for the industry: “Stay sharp, stay focused and believe in your brand. Believe in the industry, but also believe in your partners, your network and the relationships you have built.” ✈
