Specialist eyewear company Buch and Deichman (B+D) has made great strides since the company started in 1970, and is now present in duty free outlets in more than 50 countries around the world. Company CEO Roberto Crom has set his sights on further expansion as sales growth picks up in new regions.
“Even though business in our core markets in the Americas has been tough over the last few years, we have been adding new distribution in other parts of the world,” he said. “We have been growing in Europe, the Middle East and Asia and we are focusing on a number of markets there to increase the availability of our range of readers and reinforce our position as market leader in the category.”
B+D said it had enjoyed strong sales in travel retail over the past year, and Crom said the outlook remained positive. “Only last month, we signed another significant distribution deal, with UK-based retailer WHSmith, which will allow us to substantially increase brand visibility in their international stores network. The plan is to roll out to a number of regions where they operate during the rest of the year.
“At the same time, we have been increasing sales in domestic markets with online stores in a number of target markets where volumes have allowed us to give consumers a value added service approach.”
Crom explained that the company’s recent growth had largely been down to category specialisation: “We are well known as an eyewear company. We specialise in readers and sunglasses. Design and innovation are key elements that help us maintain our position and our feeling is that you are unable to do so if you are heavily involved in other categories. Back in the 1970s, the company was well known for its leading edge Scandinavian designs and we feel that the work we have been doing over the last few years reflects this heritage.”
According to Crom, today’s duty free shopper is demanding more tangible product benefits. “More recently we have been bringing in technological innovations and we feel that this is what today’s consumer is looking for. We constantly strive to innovate and bring new ideas to the market.
“You can see this in our new Digital & Blue Ban ranges – both ranges incorporate a digital screen light blocker that filters the blue light emitted from digital devices such as smart phones, tablets or computers, preventing harmful effects such as eye strain, redness, irritation or dry eyes.”
Crom noted that the products were specifically conceived for Millennials, who pay “particular attention to both looking good and taking care of their wellbeing,” he said. “By bringing more exciting colours to the market, we are offering the products that consumers of all age groups are demanding.
“Technology is important but making people look good and feel good is also an essential element of our success. Readers are not just another travel accessory – you have to understand why travellers want to buy reading glasses and have an attractive and fashionable solution to solve problems created by presbyopia [long-sightedness caused by loss of elasticity of the lens of the eye].”
Other important considerations for B+D are customer satisfaction and attention to detail, according to Crom. “We aim to make our customers feel good and feel more attractive and make them stand out from the crowd,” he said.
“Product exhibition is crucial to sales in the duty free segment. Exhibition units must be designed to optimise sales volume within reduced spaces. We know that shoppers do not go into the duty free store to buy readers. So we have to ensure our exhibitors are attractive and are in the right places to ensure impulse sales.
“Our display units aim to offer travellers an easy-going and practical buying experience. All styles are at hands’ reach, and this bridges the gap between consumers and the product. Bright colours are important and we see sales graphs improve as we bring more vibrant colours to the market. It is also important to have a range of strengths to cater for all customers. The strategy is working for us and we plan to continue it for many years to come.”
Crom concluded: “Our strength lies in our core concept based in the price point/quality mix and the customised service provided to all of our clients. We have a great presentation: our products and the way they are exhibited have been specially devised to work with great results within high traffic areas such in duty free shops whether on a ferry, on the border, or in a busy airport, and we offer our customers a strong follow-up service so that selling B+D becomes an easy-going process for all those involved.”
