Luke Maga, Global Sales Director Duty Free & Travel Retail and Tijn Oomens, Head of Americas Duty Free and Travel Retail, at B&S.

DF&TR distributor B&S is sharpening its commercial focus on the Americas ahead of the IAADFS Summit of the Americas in Orlando (28-31 March), reinforcing its commitment to the region through a multi-category growth strategy, strengthened brand partnerships and the continued rollout of its proprietary digital platform.

The company is seeking to leverage its ‘broad and growing presence’ across key travel retail markets in the Americas to capitalise on the region’s growth potential.

Underpinning this is a robust regional infrastructure network, which includes a dedicated commercial office in Montevideo, a strategic warehouse hub in Miami and a team of experienced local market specialists tasked with driving ‘in-market execution, customer engagement and distribution excellence’.

Central to B&S’s growth vision is King of Reach by B&S — its proprietary e-commerce platform (www.kingofreach.com) that aims to bring greater transparency, flexibility and operational efficiency to the travel retail supply chain.

The platform offers brand owners and retail partners a structured, streamlined route to market across the region, which enables ‘scalable distribution and real-time commercial oversight’, according to the company.

B&S’s portfolio strategy is continuing to evolve around a selection of brand partnerships spanning complementary categories, with current collaborations including Mars Wrigley, Haribo, Storck, Ricola, Loacker, Suntory Global Spirts and Mark Anthony Brands.

This, says B&S, has been structured to address the ‘specific commercial needs of the Americas travel retail channel’ and deliver a ‘consolidated, optimised offering to retail partners throughout the region’.

“From a global perspective, our priority is to build strong, long-term brand partnerships and connect them to high-potential travel retail markets through a disciplined and scalable model,” said Luke Maga, Global Sales Director Duty Free & Travel Retail at B&S.

“The Americas represents a significant growth region for B&S. By combining our global network with digital capability and regional execution, we are creating a platform that delivers measurable value for both brand owners and retail partners.”

The company’s global reach and digital infrastructure is given a competitive edge in the Americas thanks to the dedicated local team who help ensure the company is plugged in to evolving market dynamics, customer needs and distribution opportunities across the region’s diverse territories.

“Growth in the Americas is built on proximity and partnership. Our regional structure allows us to be close to customers, understand market dynamics, and drive distribution effectively,” commented Tijn Oomens, Head of Americas Duty Free and Travel Retail at B&S.

“By consolidating a multi-category portfolio and strengthening our reach, we are deepening market penetration while maintaining transparency and operational excellence. We pursue sustainable growth by starting with what our customers truly need, and aligning our expertise, partnerships, and commercial strategy to deliver measurable value.”

The B&S team is on hand to discuss business opportunities at its booth (215) at the Summit of the Americas.

READ NEXT: Luke Maga joins B&S as Global Sales Director Duty Free & Travel Retail

READ NEXT: King of Reach by B&S to spotlight brand partnerships at TFWA Cannes

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