Maga will be based in the Netherlands.

B&S has appointed Luke Maga as Global Sales Director for its Duty Free & Travel Retail division, succeeding Joris Broekmans.

Based at B&S’s headquarters in the Netherlands, Maga will work closely with regional teams in Dubai, Scandinavia and Latin America, supporting continued international expansion across all duty free and travel retail channels.

Maga brings more than 20 years of international experience in GTR to the role. He joins B&S from Loch Lomond Group, where he led commercial transformation initiatives focused on route-to-market optimisation, premiumisation and distribution expansion across key regions.

Prior to this, Maga spent ten years at CVH Spirits (formerly Distell International), developing international distribution and marketing programmes for a broad portfolio of leading brands.

In his new role, Maga will lead B&S’s global duty free and travel retail sales strategy, with a focus on long-term partnerships, brand growth in both established and emerging markets, and leveraging the King of Reach brand and digital platform, Kingofreach.com, to enable faster, smarter and more transparent routes to market.

B&S Managing Director Maurice Riegel commented: “We are very pleased to welcome Luke to B&S. His deep industry expertise, global perspective and proven ability to build strong partnerships make him an excellent fit for our ambitions. With Luke on board, we are confident in further strengthening the King of Reach brand and our role as a trusted global partner in duty free and travel retail.”

Maga added: “B&S’s King of Reach model uniquely connects brands and customers through smart, efficient and scalable solutions. With its strong digital platform, global footprint and entrepreneurial mindset, B&S offers a powerful foundation for growth across all travel retail channels. I’m excited to join the team and contribute to building even stronger partnerships worldwide.”

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