INTERNATIONAL. Premium lifestyle brand Victorinox has partnered with Avolta for three key store openings: a long-term pop-up store at Madrid Adolfo Suárez-Barajas Airport in Spain, a permanent retail space at Amman Queen Alia International Airport in Jordan and a dedicated counter at São Paulo-Guarulhos International Airport in Brazil.
These developments align with the brand’s broader global travel retail expansion strategy in line with its ‘Made to be prepared’ slogan.
The Victorinox pop-up store in Madrid Airport T4 targets the high number of European and Latin American travellers journeying through the terminal.
Latin America remains one of Victorinox’s most critical markets, contributing 14% of the brand’s total global sales in 2023 across its product categories. Located in a high-traffic area, the animation offers innovative gamification features with support from Victorinox Brand Ambassadors.
The space highlights Victorinox’s hero lines including its latest carry-on collections, such as the Spectra 3.0, Airox, Airox Advanced and Architecture Urban2 collection. It also features Victorinox’s popular timepieces including the I.N.O.X Chrono, Dive Pro and Journey 1884 watches.
At Amman Queen Alia International Airport, Victorinox has opened a permanent retail space, which showcases its Travel Gear and Watches collections. This marks an important step in the brand’s expansion in the Middle East.
Avolta EMEA Luxury Watches & Jewelry Category Manager Matteo Abate said: “We are glad to continue to develop our global partnership with Victorinox through these two milestone projects for the brand in our Avolta EMEA network.
“Together with Victorinox, we will be delighting our guests with the opportunity to engage with a multi-category shopping experience in our Victorinox pop-ups in Madrid and Jordan. We look forward to seeing these concepts come to life as another way we look to work creatively with brand partners to make travellers happier.”
In addition, Victorinox has recently expanded its presence in Latin America with the opening of a third point-of-sale at São Paulo-Guarulhos International Airport in Brazil. This corner, developed in collaboration with Avolta, has already become one of the brand’s top-performing locations for watch sales in travel retail.
Victorinox Head of Global Travel Retail & Fragrance Sales Gloria Dix said: “Our partnership with Avolta continues to go from strength to strength as we build Victorinox’s presence in EMEA travel retail and beyond with engaging spaces and pop-up activations such as those in Madrid and Jordan.
“A bridge between Europe and Latin America, Madrid Adolfo Suarez-Barajas Airport is a strategically important location for Victorinox as we seek to capitalise on the strong brand awareness among consumers from both regions. We’re excited to have a long-term presence at this key airport with our pop-up that offers travellers high-quality, functional products that best prepare them for their travels.” ✈