Following Bally’s renovation of its assortments and the subsequent reveal of its AW17 and SS18 collections, the Swiss fashion and accessories brand has said it has performed strongly in travel retail with growth in sales and exposure in recent months.

 

“We have developed, with great success, the cruise and inflight business,” says Bally CEO, Frédéric de Narp in an exclusive interview with TRBusiness. “In 18 months we have been able to establish our presence on 20 cruises – mainly in Asia – while seeking opportunities in Europe and the Americas, reflecting our global strategy.”

 

Bally launched its inflight business just last year, focusing on the Asian market with its ‘M’ products and is currently listed on 16 airlines.

 

“Leveraging on the great results achieved and continuing the expansion, Bally has also reinforced its presence in the European market, securing Swiss International Airlines amongst its inflight business partners,” adds Narp. “The offer has been amplified with ‘L’ products from AW17.

 

“We are strengthening the network through important new partnerships, to develop in new [regions] like the Middle East (targeting Riyadh, Muscat, Beirut, Bahrain and India).”

 

‘EXCLUSIVE COLLECTIONS’ WITH SELECTED PARTNERS

Bally also insists that it is strengthening its network in China with a focus on main international airports as well the development of its business in ‘the domestic travel retail and the downtown duty free’ markets.

 

“We are increasingly focusing on the quality of the network with a strong collaboration with our partners on the operations and the service,” adds Narp.

 

“We have selected brand ambassadors in key locations to enhance the customer experience (Shanghai Hongqiao International Airport, Hong Kong International Airport, Zurich International Airport, JFK Airport, Thailand, Philippines, etc).”

 

Bally is currently working on some ‘exclusive collections’ with selected partners – such as the DFS AW18 exclusive capsule and the Swizz Beatz capsule collections – to be distributed in limited locations (DFS T Galleria Sun Plaza; DFS T Galleria Waikiki; DFS Haikou Meilan International Airport & Shinsegae’s store at Incheon Airport).

 

“Travel retail is highly relevant for Bally and we are supporting the growth of this channel,” adds Narp who also mentions that that company is expanding its business in the USA & Canada, rejuvenating the brand in the EU and is planning to really open up in emerging markets where the brand is currently absent, in countries such as Russia.

 

As mentioned, cruise has also become a core part of the brand’s strategy where the company says it still has room to expand. Another of its strategies for the coming months is to continue the roll out of its new TR concept, which was launched last year and is to be applied (eventually) worldwide.