Cabeau: TFWA World Exhibition focus on retail optimisation and new products

By Luke Barras-hill |

Cabeau-Evolution-S3-main

Cabeau Evolution S3 travel pillow.

Leading travel product brand Cabeau will arrive at the TFWA World Exhibition & Conference this year with a new merchandising and point-of-purchase programme.

The ‘cornerstone’ of the retail optimisation programme is a new product fixture, which allows for a 38% increase in product density from a compact 1.07sq ft unit.

As a result, sales of $40-$60 (manufacturer’s recommended retail price) travel pillows have grown double-digit, says Cabeau.

The brand made famous for its travel neck pillows says it is working with retailers to identify specific strategies to accelerate product turnover while maximising in-store profits.

Cabeau-Pole-DisplayOPTIMISING VOLUMES AND PROFIT 

Recently, the company introduced lenticular packaging on its popular Evolution S3 travel pillow to educate buyers on its pledge to eliminate neck pain and provide better sleep.

Aside the retail optimisation programme, Cabeau will present products such as the Evolution S3 and Evolution Cool travel pillows.

Its travel portfolio also includes the one-breath inflation Air Evolution Pillow, Fold ‘n Go Blanket, Midnight Magic Sleep Mask and Bamboo Compression Socks.

“We continue to expand our global reach with new listings for King Power in Thailand, Brookstone in the US, Munich Airport and an extension of our current global contract with WHSmith,” commented Lital Guedalia, Global Travel Retail Sales Director, Cabeau.

“Most excitingly, we have witnessed tremendous retail success by partnering with key accounts to develop and drive best practices in the field.

“We are delighted to be back exhibiting at TFWA World Exhibition and Conference. It is the ultimate travel retail venue where the world’s industry leaders congregate and discuss the latest important trends.

“Cabeau is honoured to be part of this storied tradition which is vital for our brand’s continued growth and expansion.”

Cabeau was a finalist in the Best Travel Accessory category for its Evolution Cool neck pillow at this year’s consumer-voted Travel Retail Awards and was a winner at the inaugural Travel Retail Awards the year prior with the Cabeau Evolution S3.

Cabeau can be found exhibiting at Yellow Village, E39.

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