Consistency is key as Thélios doubles down on selective GTR strategy

By Faye Bartle |


Alessandro Eucaliptus, Head of GTR, Thélios, with TRBusiness Managing Editor Faye Bartle.

Following the recent unveiling of its new visual identity, Thélios is marking a new phase in its development and ambition to ‘pioneer a new experience in luxury eyewear’.

Alessandro Eucaliptus, Head of Global Travel Retail (GTR) shared the vision at a press gathering in Cannes this afternoon (Riviera Village RH5).

At the TFWA World Exhibition, the company is showcasing key eyewear styles from its luxury Maisons available for GTR, including from Dior, Fendi and Loewe in Cannes.

These will see global distribution with selected travel retail partners.

Eucaliptus TRBusiness in a one-to-one interview: “We always conduct an audit before we open a new door to take a deep dive into whether we will be reaching the right consumers.

“We look for doors with high traffic and high-spending customers. And the location is important too – that we are within a luxury space.”

Having a consistent look and feel is also key, with its luxury POS concept being utilised across all channels, including travel retail.

“Vertical integration is crucial in our strategy,” he added.


Eucaliptus addresses members of the press and VIP guests on the Thélios stand in Cannes.

Capitalising on the rise in traffic is viewed as one of the biggest opportunities for the company in 2024.

“We hope that China will start to travel again at an international level. We are optimistic.

“We also believe that having this kind of approach, with the right location, and being consistent will enhance sales.”

The company’s main areas of focus is the Middle East and Asia Pacific, as well as building in America.

Calling on leading retailers to help grow the category in a strategic way, Eucaliptus said: “ Let’s invest in sunglasses, all together.”

TRBusiness recently travelled to Thélios’ manufacturing factory in Longarone, Italy, to take a look behind the scenes and discuss the  travel retail strategy with CEO Alessandro Zanardo in more detail. Click here to read the feature in our October issue (page 137).

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