Facelift for travel retail brand Bitmore as sustainability agenda gains impetus

By Luke Barras-hill |

Bitmore parent company Nuwave Channel Partners is being phased out.

UK-based Nuwave Channel Partners is in the process of permanently switching all of its interests to sit under the Bitmore Ltd name and banner.

The rebrand reflects the growth of and focus on the eco-friendly in-house tech brand, which supplies consumer technology, gadgets and accessories to travel retail.

The rebranding is designed to offer Bitmore a more defined USP that sets it apart from electronics and accessories competitors operating in travel retail, according to a statement.

The company will continue to represent external brands in the travel retail market, such as TripClip and Lego.

As part of the rebranding, Bitmore has assumed a new logo in an earthy grey/blue colour, alongside new packaging in a fluorescent colourway to give it stand-out appeal on-shelf, in airline sales materials, and online.

Appealing to eco-conscious consumers

The major facelift for the company echoes Bitmore’s strong association with sustainability, something which has flourished over the past two years.

A redesign of all imagery relating to the brand has been executed to promote its sustainability credentials via new environmentally friendly packaging, which includes the use of QR codes.

Hoj Parmar, CEO, said: “We wanted to appeal to a more environmentally-conscious customer and world in general – we have done a lot of work in recent times on our branding and company vision.

“We have been building up to this for two years now, starting with introducing environmentally friendly materials to the Bitmore products, but we also wanted to go much further than that, holistically embedding sustainability right across the company’s activities.

“The involuntary period we had off due to Covid gave me a lot of time to reflect on what I want out of the company. We are obviously still a for-profit business, but this not just about making money for me now.

“We want to make a difference to the planet as well through our activities. It may sound a bit clichéd, but that is just the way it is now. I do feel very strongly about it – I want to leave a positive legacy with Bitmore.”

As reported, Nuwave Channel Partners achieved the revered Travel Retail ‘Sustainability Hero’ accolade during TRBusiness’ second Travel Retail Sustainability Week in April.

While Bitmore’s focus to date has been on tech products, there are plans to expand its sales reach across multiple categories.

Nuwave Channel Partners was recognised for its ardent strides in tackling plastic pollution and electronic waste (e-waste), having moved away from single-use plastics in 2020 towards recycled, upcycled and plant-based product solutons.

In the same year, it became Recycled Claim Standard (RCS) certified and is hoping to achieve B-Corp status – reportedly now at an ‘advanced stage’ – by the end of 2022.

By Q2 2021, it had developed and launched a new range of travel tech products to replace its entire range and continues on its mission to become a carbon neutral business (and beyond), while supporting a number of environmental charities such as 1% For The Planet.

Sustainability ‘a business and social imperative’

The 21 ‘Sustainability Guardians’ adjudicating Nuwave Channel Partners’ recycled plastic and eco-friendly packing pitch were impressed by the ‘clearly defined process’ undertaken by the company, especially during the pandemic.

The pitch was assessed according to specific guidelines, such as the initiative’s impact on the environment and its wider corporate responsibility approach.

Parmar said: “Achieving Sustainability Hero status was a very proud moment for me and the business, and hopefully it underlines just how much time, thought and effort we have put into becoming a more sustainable business on every level.”

Bitmore counts numerous listings with travel retailers, such as Dufry, alongside some of the world’s largest airlines.

He has called on more suppliers and retailers involved in the travel retail channel to put sustainability at the heart of their operations.

“According to research in 2020 by TFWA, 71% of travelling customers said they would have their purchase decision impacted as a result of an item having sustainability credentials if choosing between items.

“This serves to emphasise that sustainability is now both a business and social imperative for every company in my opinion. Travel will remain under the spotlight as a contributor to carbon emissions. It is an issue which will not go away, and rightly so, if we are to be serious about reversing the damage that has been done to our planet by harmful business practices.

“I would be delighted to discuss with any travel retail industry parties our sustainability journey and exchange ideas on how they might join us in helping to develop the circular economy and improving the reputation of our industry.”

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