Sunglasses house Maui Jim has entered a string of new locations in Europe, Middle East and Africa this year, from Scandinavia in the north to Kenya in the south.

 

Building on what the brand calls its “extraordinary success” at Oslo Airport over the last 12 months, Maui Jim has also been listed, since the beginning of May, in Trondheim Airport by Gebr Heinemann.

 

The US-based brand – which claims to be the fastest growing polarised sunglasses maker in the world – has also taken a more prominent position at Gebr Heinemann’s revamped duty free shop in Copenhagen Airport with over 30 styles now on display. And the retailer has also extended its relationship with the brand by putting it on Fjordline cruise ships (since May) for the first time. Maui Jim will also launch at Brussels Airport this month with Belgian Skyshops.

 

Commenting on the airport growth, Maui Jim Sales Manager Travel Retail Europe, Sonja Truchon-Bartes, says: “We are delighted to gain a presence in these important European airports where the consumer profiles are so well matched to our top-quality polarised sunglasses.”

 

The brand believes it can tap into sun protection needs from both travellers who are departing the north for a holiday in warmer climes, and their counterparts who may be heading north for sea fishing, sightseeing and skiing in winter.

 

INFLIGHT EXPANSION & GWP

Maui Jim models inflight now include Banyans (pictured above on pro surfer Jen Lee) on KLM, Breakwall (above left) on Aeroflot, Ho’okipa on seven Scandinavian charter airlines through Inflight Service Sweden (since May), and Makaha and Pearl City available to pre-order on British Airways from 1 July. Breakwall will also be on board Virgin Atlantic and Kenya Airways this summer.

 

Towards the end of June, while stocks last, a special gift with purchase offer will run in many European airports. A Maui Jim branded Cablz sunglasses retainer (right) worth $14.99 will be presented to every customer purchasing a pair of Maui Jims in store during the summer. The first airports to receive allocations will be Oslo, Trondheim, Copenhagen, Hamburg, Frankfurt, Munich, Zurich and Bucharest.