L-R: King of Reach by B&S’ Robert Posthumus, Global Manager Brand Partnerships and Joris Broekmans, Global Sales Director Duty Free & Travel Retail.

King of Reach by B&S will be highlighting its ongoing brand partnerships at the upcoming TFWA World Exhibition (29 September to 2 October, 2025).

In particular at the show, the company is going to be spotlighting its business with beverage brands Glendalough and Más+ by Messi, as well as confectionery companies such as Mars Wrigley, Haribo and Hershey’s.

The company, which supplies airlines, border shops, ferries, airport outlets, military, cruise operators and ship chandlers, has a strong global footprint with regional teams, offices and warehouses in Singapore, Dubai, the Netherlands, the Nordics, Montevideo and Miami.

The regional teams help brands adapt to local market requirements, while ensuring compliance with each market’s legislation, logistics standards and customer needs.

Further, partners benefit from modern facilities include temperature-controlled storage to safeguard product integrity.

Key to its operations is KingofReach.com – a central hub for King of Reach by B&S’ global operations, offering access to a broad portfolio of consumer brands across categories.

This functions as both a distribution hub and an online resource for brand content, giving partners a handy tool for tracking and tracing their orders and access business development updates and relevant logistics and legal documents.

“King of Reach by B&S is delighted that the success of our existing brand partnerships and regional set up combined with our digital ecosystem enables new partners to join our growth journey,” said King of Reach by B&S’ Global Sales Director Duty Free & Travel Retail, Joris Broekmans.

“Our regional focus has been specifically introduced to develop growth and knowledge in regions allowing King of Reach by B&S to deliver best-in-class route to market consistent product availability, benefitting all parties from brand owners, distributors, to most importantly our customers.”

According to King of Reach by B&S, brands that are integrated onto the KingofReach.com platform have recorded stronger market performance.

In addition, existing and new partners are being introduced to a renewed marketing growth programme designed to accelerate growth through the digital services KingofReach.com has to offer.

READ MORE: King of Reach by B&S targets Americas confectionery and spirits growth

READ MORE: King of Reach partners with Mark Anthony Brands and Avolta in Americas

READ MORE: KingofReach.com strikes new deals with spirits and confectionery suppliers