French wellness company Be Relax, which specialises in airport spa massage lounges, aims to extend its international footprint in travel retail beyond its own network.
With new outlets planned, and new travel accessories to be unveiled at the upcoming TFWA World Exhibition, Be Relax said it plans to increase its share of the travel accessories market.
Expansion plans include North America, Europe and the Middle East, as well as international airports and inflight sales.
Be Relax Partner and Head of Marketing & Sales Alexandre Antuszewicz said: “In travel retail, in addition to our own stores, our products can be found in airport newsstands and electronics stores. Thanks to our premium positioning we are in advanced negotiation to implement our brand and our products in core business duty free stores around the world.”
He said Be Relax can offer wellness at airports with its spas, and wellness inflight with its accessories.
“We were born in the airport environment; all our stores are located in airports after security. People travel more than ever before and the need to relax and enhance flight comfort is more than ever a need for seasoned travellers.”
Antuszewicz underlined the successful development of Be Relax’s spas. “The spa category is more than ever a growing category in airports,” he said.
However, when the brand introduced its new products in its own stores Be Relax noted a +40% “boom” in sales.
“That is the reason why we decided to develop distribution as we perceived that customers saw a real relevant difference in our products.”
Antuszewicz described feedback from retailers as “extremely positive” and results as “above expectations”.
Be Relax was founded by Frederic and Nicolas Briest. The brothers were determined to make travelling more pleasant and opened their first airport spa at Paris Charles de Gaulle Airport in 2004.
Be Relax owns and operates more than 40 spas in major airports in Europe, North America, Asia and the Middle East. Relaxation and beauty care services include: pedicures, foot reflexology, facials, waxing, aromatherapy and massages.
A selection of massage techniques and session lengths (10, 20, 30 or 90 minutes) is available.
The brand company says it has used its experience and customer feedback to create a range of travel accessories that put wellness above convenience. Be Relax claims the accessories offer passengers the benefit of the most advanced massage technologies as they travel.
Its Be Relax Easy Massage range of 22 skus includes cordless and pre-charged massagers that are designed to fight specific seasoned travellers’ conditions, including back, neck, shoulders, circulation and stress.
Antuszewicz said electronic massagers, including the Blöm Percussion Body Massager and Knidit Cordless Body Massager, are top sellers. A compact 2-in-1 cordless back and neck massager will be unveiled shortly and Be Relax has also developed a range of manual devices, such as the neck roller and shiatsu massager, designed to relieve pain and tension.
The Be Relax Travel Collection focuses on premium travel pillows said to combine “perfect” ergonomics with top quality and fabric. The Memory Foam Wellness Pillow also includes reusable heat patches to help release muscular tension.
The brand’s new Be in Touch Collection includes a Solar Charger and Bluetooth tracker.
