Pearl jewellery expert Misaki has listed on what it describes as “the last remaining major airline that we weren’t on yet” to complete its comprehensive inflight distribution in Asia.

 

The deal was with Korean Air – one of the most important for duty free sales in the region – which, from April, began selling the brand’s bestselling Parisienne watch. In 2011, Generation Research ranked Korean Air as the 37^th biggest ‘location’ for duty free and travel retail sales when comparing all channels including individual airports.

 

Misaki President, Philipp Wille (below), says: “In April we launched for the first time on what was, to my mind, the last remaining major airline that we weren’t on yet – Korean Air. It is the world’s biggest duty free airline and we consider it a grand catch, we are expecting really good things.”

 

Misaki’s traditional DF&TR strength has been on airlines, where for a time it distributed its pearl jewellery exclusively. Now the brand has broadened its business and is available at 70-100 airlines, duty free airports outlets, downtown stores and cruise ships.

 

Misaki, based in Monte Carlo, is also renovating existing points of sale in airports in Asia, starting with the Kuala Lumpur, Beijing and Shanghai and it has seen double-digit online sales growth in Korea in partnership with Lotte Duty Free. Lotte subsequently put the brand on its domestic website (www.lotte.com) from May.

 

OUTSIDE ASIA

Away from Asia, Misaki has expanded in Russia by securing a location in a multi-brand store in Vnukovo Airport, Moscow’s third main airport, in addition to its presence at Aeroflot hub Sheremetyevo.

 

The brand is also claiming “significant success” in Beirut Rafic Hariri International Airport where Misaki opened a corner within the Luxury Zone in summer 2012. And in the cruise channel, Misaki is present on the entire MSC Cruises fleet consisting of 11 ships as well as having a presence on Costa Cruise ships.

 

LATEST COLLECTION

Misaki’s current Spring-Summer 2013 collection is called Summer Road Trip (pictured top and right), an array of jewels that extend across five ranges: the bohemian chic of Ushuaia; the Apache set, described as a free spirited style; the semi-precious Sierra set where white Jade stone is set in a Hamilton gold-plated frame; Peace which is said to evoke the freedom of the road; and finally Abalone which features black Mother of Pearl and set off by a folksy tassel.