Be Keen launches GTR premiumisation review service for fragrances

By Kristiane Sherry |

Be Keen is launching a premiumisation review service for fragrances. Its partner brands include the likes of Atelier des Ors.

As the number of niche fragrance brands available in global travel retail continues to grow, distribution agency Be Keen has launched a range review service for luxury brands to help them grow in the channel. 

The duo behind Be Keen say their long-standing expertise with retailers, alongside the relevance of their portfolio, positions the business “head and shoulders” over its competition. 

In addition to launching the review service, Be Keen is working to negotiate for spacious areas for its partner brands in stores. 

Recent wins for the agency include listings for several brands at a new Dufry-operated fragrance space in Zurich Airport. 

Similar areas in Antalya and Istanbul in Turkey and at Vancouver Airport are due to open in the coming months. 

Leather sleeves and premium sets for Be Keen partner Creed will launch with James Richardson and Heinemann at Istanbul Atatürk Airport this year.

Tiziana Terenzi is also readying to launch a gift set for James Richardson Cigar Lounge at Ben Gurion Airport, Tel Aviv.

Meanwhile, Ateliers des Ors is set to release limited gold leaf products through a number of destinations. 

“We are working with our brands to review assortments with a critical GTR market eye, ensuring that our retail partners can rely on us to create a selection that is totally on-point for their customer demographic, with exclusive products designed specifically for top tier destinations,” said co-founder Antoine Khouzami.  

“Customers are more demanding than ever – even looking for differentiation from brands which are already differentiating! 

“The trend for premiumisation in airport fragrances will continue to go up, but it needs to be carefully managed to prevent the market being swamped and – consequently – diluted.”

Be Keen: an ‘incredibly dynamic’ market

Khouzami continued: “We always seek out premium opportunities for partnerships in travel retail on behalf of our luxury fragrance brand portfolio. 

Be Keen brand Creed

Be Keen brand Creed is launching leather pouches.

“This market is incredibly dynamic in several key travel retail regions and this is resulting in greater representation for our fragrance houses – such as Ateliers des Ors, Creed, Etat Libre d’Orange, Escentric Molecules, Juliette has a Gun, Montale, Mancera, Tiziana Terenzi and V Canto.

“The premium nature of the brands we represent defines Be Keen’s position in the marketplace; and we share a common goal to offer an elevated luxury fragrance product range with our trusted travel retailer partners. This is what makes Be Keen different – this is what makes us unique – we live and breathe this industry and are constantly striving to improve our service – both to our brand and retail partners.”

Be Keen is exhibiting at the TFWA World Exhibition in Cannes with its partner brands Atelier Des Ors, Creed, Escentric Molecules, Etat Libre D’Orange, Juliette has a Gun, Mancera, Montale, Tiziana Terenzi, and V Canto.

Last year, Be Keen rolled out its sustainable growth strategy to show how it is delivering for its niche fragrance brands.

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