Skross, WorldConnect’s flagship brand, was established over two decades ago as a pioneer in developing world travel adapters. WorldConnect Managing Partner Sam Gerber outlines that it has since evolved into a comprehensive travel accessories specialist: “Our mission extends beyond mere functionality. We are dedicated to enhancing the travel experience, prioritising convenience and comfort above all else.”
Last year, the company expanded its product line to include travel accessories that have a strong visual impact in retail stores. Gerber says: “Rooted in our unwavering values of ‘safe, simple and Swiss’, each decision we make is a testament to our dedication to make travellers’ life easier, more comfortable – and better-looking.”
According to him, Skross does not cater to any specific demographic. “Our objective is to position the brand at the forefront of consumer consciousness,” explains Gerber. “We are cultivating a brand identity that resonates universally, transcending boundaries and appealing to a diverse audience.”
The brand’s design philosophy is rooted in its Swiss heritage. “As an example, if you have a closer look at Skross travel accessories, you will recognise the same pattern in some iconic Swiss items such as the Original Swiss Military Blanket,” highlights Gerber.
“When we started our company 20 years ago, the design of our first travel adapters wasn’t fundamentally different from what you see today.
“Every new item we bring to the market builds on the ‘design legacy’ of the adapter that pioneered this category. The design of every item follows strict rules that define shapes, colours, logo applications and even haptics.”
Innovation lies at the heart of Skross’ product development. Gerber highlights its Travel Pillow as a prime example – its design deviates from conventional neck pillows to create a versatile travel accessory.
He says: “Whether it’s providing lumbar support during a long flight, doubling as a window pillow for added comfort, enhancing home décor or offering a touch of familiarity in hotel rooms – our Travel Pillow serves multiple purposes seamlessly.
“Our priority remains steadfast: to deliver uncompromising comfort and simplicity to our customers, ensuring their travel experiences are as enjoyable as possible.”
Offering future-ready travel tech
In an era where connectivity is essential, Skross prioritises compatibility with the latest devices and charging standards. The company stays ahead of technological trends through a robust network within the consumer electronics industry and an alliance with the Cellularline Group.
Gerber notes: “This commitment enables us to provide solutions that not only meet current expectations but also keep our customers well-prepared and seamlessly integrated into the global landscape.”
This proactive approach ensures that Skross products are not only current- but also future-proof. The company is also tapping into the trend of remote work and digital nomadism, providing solutions for travellers who rely heavily on their devices while on the move.
Gerber highlights: “Recognising the needs of customers requiring high volumes of power, we have introduced our ‘laptop ready’ product line. Designed with robust capabilities, these products are engineered to efficiently charge even laptops – so travellers can carry fewer appliances.”
Beyond adapters, Skross offers USB chargers, power banks and cables, ensuring comprehensive solutions for ‘power-hungry’ devices.
Safety is a vital cornerstone of the company’s product development. “Each item undergoes rigorous testing and certification processes to guarantee the safety of our customers and their devices,” Gerber asserts.
Comprehensive information about these certifications is available on the Skross website and prominently displayed on the product packaging.
“Safety is the strongest and most relevant point of differentiation that we bring to the market. Unfortunately, most companies in our sector neglect this aspect almost completely.”
From shelf presence to retailer trust
Skross enhances visibility in travel retail with its design ethos and signature red wall. Gerber explains: “The bold use of red underscores our brand identity and ensures that our products stand out for their exceptional design and functionality.
“Our products – meticulously crafted to deliver innovative solutions – stand out for their exceptional design, functionality and form.”
According to Gerber, travel accessories play a pivotal role in attracting shoppers to duty-free stores. These cater to genuine needs of travellers and contribute a healthy margin to travel retail operators.
“Travel accessories are at the core of impulse purchases in travel retail,” he says. Skross’ mission revolves around providing products that address passenger needs while simultaneously offering a premium brand experience.
Gerber firmly believes that trust is the key to any successful partnership in the duty-free industry. He says: “Our mission is to win the trust of our business partners by submitting proof that our brand and products fulfil the promise of being a key category in any duty-free store worldwide.”
Looking ahead, Skross continues to prioritise multi-faceted innovation. “Innovation can come in many forms. We will continue to develop new and exciting products that keep up with technology. At the same time, we pay close attention to the needs and expectations of our trade partners and consumers.
“While innovation from a product perspective might be seen as a mechanical procedure – simply upgrading products with new features – understanding the needs and expectations of our clients require a different set of sensors.”
The Swiss company also ensures ecological behaviour is not just marketing slang but a vital part of its daily operations. Gerber spotlights the concept of ‘ecofficiency’, emphasising a holistic approach to sustainability.
This encompasses reducing plastic and packaging waste while also optimising operational efficiency, supply chain management and trade marketing. ✈
