Travel retail distributor Conaxess Trade – formerly known as Valora Trade – has told TRBusiness that signing an agreement with Dufry for its Cristiano Ronaldo Legacy fragrance, means that no region is ruled out for listings.

 

In an interview this morning, Mikkel Zebitz Global Business Manager, P&C and F&A, confirmed to TRBusiness that the company has signed an important agreement with Dufry, which has already seen Cristiano Ronaldo’s signature fragrance, Legacy, hit the shelves in Spain and Portugal.

 

“We have rolled out to a lot of customers already across all channels, speaking of ferries, airlines and airports, but Dufry is proving very important for us,” Zebitz told TRBusiness.

 

“Obviously because of its size, but also because of their initial response to the brand. They have been keen to list the brand from the beginning even though it is not yet launched in domestic markets in Spain – and some other key European countries – until May. So Dufry has seen this as an advantage of being able to offer it earlier than the domestic markets.”

 

 

WDF EXCLUSIVITY UNTIL MAY

Conaxess began its partnership for the new signature fragrance from the Real Madrid and Portuguese international soccer star, initially with World Duty Free (a Dufry company) in Portugal in December last year.

 

“LFP Portugal was the first to have it in stores and then we started in Spain with WDF as of approximately a month ago,” adds Zebitz.

 

As previously reported, Ronaldo launched his new fragrance at the World Duty Free store at Madrid Barajas Airport in Spain on the 3 March.

 

This will now be exclusively available until May 2016 at WDF stores in the Spanish airports of Madrid, Barcelona, Alicante, Málaga, Palma, Las Palmas and Tenerife.

 

For the time being the new product line is exclusively available in Spain with World Duty Free the Cristiano Ronaldo EDT 50ml available at €46.75; the EDT 100ml €65.45; and the Deodorant Stick 75ml €19.55.

 

 

Zebitz reveals that Conaxess will soon be able to talk about a female fragrance which will most likely launch in 2017.

 

SYNERGIES WITH CR7 UNDERWEAR

“We are in a dialogue with Dufry about rolling out the Ronaldo fragrances in several other countries too,” added Zebitz, while making it clear that the company has ambitions to see Ronaldo’s CR7 underwear range – which entered travel retail two years ago – and Cristiano Ronaldo Legacy products listed among others in Asia.

 

Zebitz explains that as much as Conaxess would love to see both the underwear and fragrance products sold together, he understands the complexity of this in travel retail.

 

“In some places we’ve actually used special CR7 underwear items as a GWP, because we are very keen on taking advantage of these synergies. It’s quite unique for us to be able to control both those brands in travel retail so of course we want to get the best out of that.

 

“LFP has taken on the CR7 underwear in two of their stores so far; one being in the Ronaldo’s home island; Madeira.”

 

TRIUMPH, SLOGGI AND SIF JAKOBS

Zebitz says that everyone has an opinion about Ronaldo and that this is excellent for the brand. “People recognise the brand and that certainly opens the doors for us in travel retail and dialogue with customers/retailers.”

 

Zebitz also says Conaxess has high expectations for this brand, but also the other brands in its portfolio including fellow underwear brands; Triumph and Sloggi as well as sterling silver jewellery brand, Sif Jakobs.

 

“Triumph and Sloggi are among the top market leaders in all markets,” claims Conaxess. “Triumph has the best sold underwear series in the world, Amourette 300 and Sloggi has the highest global panty sales.”

 

Kylie Minogue is currently endorsing Sloggi (pictured right) and to promote this Conaxess has just introduced a limited edition two-pack, which Kylie has co-designed, in a small box ‘ideal for travel retail’.

 

Sif Jakobs (rings from the brand below left) is sold widely across several countries and is particularly popular in the Scandinavian countries and in Europe. Price points range from €49-€400.

 

“We started our co-operation with Sif Jakobs in 2010, not long after the brand first launched,” Zebitz tells TRBusiness. “Last year we saw a 70% growth in sales year-on-year.” [See the TRBusiness upcoming Annual Jewellery Report in the April issue for more on this brand].

 

Although Conaxess is confident of its existing portfolio it says it is also keen to partner with new perfume & cosmetics/fashion & accessories brands. No doubt the newly appointed International Key Account Manager – Travel Retail, Karina Stevn Lassen will be on the look out whilst attending the TFWA Asia Pacific Exhibition & Conference in May.

 

Background on Valora name change and acquisition

Following an acquisition of Valora Trade by Aurelius Group – which concluded on 1 January 2016 – ‘Europe’s largest independent distributor’ has seen its name change to Conaxess Trade.

 

The acquisition includes the entire Valora Trade, a total of nine operational companies. “All companies will continue to diligently carry out their responsibilities under the new ownership with their existing strong portfolio of brands,” says Conaxess in a statement on its website.

 

Aurelius Group is a German conglomerate with offices in Munich, London, Madrid and Stockholm. With a portfolio of 25 companies and a workforce of around 13,000, Aurelius generates a turnover of over €2bn.