ASIA PACIFIC. Travel accessories specialist Travel Blue has launched its backpacks and Memory Collections range at WHSmith’s new Travel Essentials concept stores in Southeast Asia – beginning at Singapore Changi Airport.
The rollout at Changi spans all four terminals, with lightbox displays located at the front of the Travel Essentials stores in T3 and T4. These eye-catching displays invite shoppers to personalise their Travel Blue carry-on baggage and backpacks with items from the new Memory Collections range of destination-specific pins, patches, and memory foam pillows.
As reported, the Memory Collections pins and patches feature national symbols and cultural icons and are available exclusively at each geographical location.
In Singapore, the collection includes sites such as the Marina Bay Sands Hotel, the Gardens by the Bay, the Merlion and the observation wheel, The Singapore Flyer. Two to three pins retail at S$14.90 (US$12) and a patch at S$4.90 (US$3.80).
The Travel Blue backpacks are lightweight, made from high-quality materials and affordably priced from €59 (US$69) to €99 (US$115). They also come with a three-year global warranty. These make the backpacks well suited to Gen Z’s functional and cost requirements, and reflect Travel Blue’s commitment to quality and durability, according to the company.
WHSmith Head of Buying, Asia, Clarissa Eng said: “We are thrilled to be the first operator in Southeast Asia to launch Memory Collections. The stunning display attracts shoppers into the retail space, encouraging them to browse the range and individualise their backpacks and luggage.”
The WHSmith collaboration will launch in airports in the Philippines and Indonesia later this month.
Travel Blue Managing Director Daniel Levin said: “Developing the Asia Pacific market is strategically important to Travel Blue and we are delighted to be in partnership with WHSmith across Southeast Asia, helping them maximise sales from the Gen Z shopper community.
“Our backpacks and Memory Collections leverage Gen Z traveller needs for products that are affordable, sustainable, personalised and functional.” ✈
