Left-right: Rajiv Malhotra, Lead in Travel Retail; Lal Arakulath, Kreol Group CEO; Kreol Arakulath, Kreol Group Executive Director; Hoj Parmar, Bitmore CEO; and Adam Starkey, Bitmore Global Operations Manager; celebrate the new distribution agreement.

Consumer electronics brand Bitmore has signed a distribution agreement with Kreol Group covering travel retail markets across the Middle East and Indian Subcontinent. 

Bitmore, which recently became a certified B-Corp business, and Dubai-based Kreol agreed the new partnership at the recent TFWA World Exhibition.

Rajiv Malhotra, founder and CEO of Lead in Travel Retail and a Bitmore consultant, brokered the deal.

Kreol already represents brands including Pringles, Torres, Kägi, Two Stacks Irish Whiskey and Don Nacho Tequila in the territories. It will use its extensive network to boost Bitmore’s presence and visibility in the markets. 

The distributor will focus on 25 Bitmore SKUs spanning power banks, charging devices, audio accessories and the Snooza travel pillow.

“We already had direct relationships established with major retailers in key Middle East airports in the UAE and Saudi Arabia, which logistically has been quite challenging,” said Hoj Parmar, Bitmore CEO.

“Having a local partner of the stature of Kreol Group – which already represents so many great brands – to take care of supply chain and logistics servicing the local market is a great help.   

“Add to that the fact they are a very well-established business in the region with extensive reach locally in the Middle East and the Indian subcontinent makes them an ideal partner to take Bitmore forward in airport and cruise retail in parts of the world which have great growth potential for our expanding brand.” 

Bitmore sustainability credentials ‘refreshing’

Kreol Arakulath, Kreol Travel Retail Executive Director, added: “We are incredibly excited to welcome Bitmore into our distinguished ensemble of brands. 

“The company’s dedication to sustainability resonates with the environmentally-conscious ethos of today’s global traveller.  

Bitmore’s electronics product portfolio makes use of recycled plastics.

“In a world of greenwashing, it’s refreshing to see brands take a serious approach to certifications and transparency. 

“This partnership underscores our commitment to curating a product mix that isn’t just valuable, but also tries to be responsible. 

“We’re delighted to embark on this journey with Bitmore, marking a new chapter in offering innovative products within the travel retail space.” 

Hoj Parmar recently told TRBusiness that he expects the company’s annual revenue to exceed pre-pandemic levels in 2023.