Cori Traveller has its sights set on travel retail with a new product it dubs ‘the world’s happiest travel pillow’.
Supported by a crowdfunding campaign, the brand’s modular, origami-design Cori Travel Pillow is said to improve posture and comfort. It is customisable to meet its wearer’s choice of support; the pillow strap is adjustable and colourful pillow pads can be added if and when required. When rolled up the pillow measures 12cm.
Cori Traveller Founder Phyllis Ong said the new product was developed “by travellers, for travellers”. The Singaporean entrepreneur said the brand’s mission is to improve the traveller experience.
Raymond Chng, former Area Sales Manager for Estée Lauder Companies, is Cori Traveller Global Brand Director. He described travel retail as a “top priority” for the brand.
“Having spent the last six years in travel retail, I’m aware of the tremendous opportunities that this channel brings,” Chng said. “We will be talking to distributors, as well as participating actively in TFWA Cannes, to expand distribution into travel retail after our crowdfunding exercise.”
Chng said Cori Traveller intended to target Millennials in western markets before moving into Asia Pacific and Oceania . “Through our Kickstarter campaign, we have seen orders and interests coming from more than 30 different countries across all age groups. Hence we believe that our product truly has the potential to be universal.”
Chng said Cori Traveller is the first brand to offer a personalised and customisable solution to travel pillows.
“Consumers are increasingly looking for bespoke services and personalised solutions,” he noted. “However the travel pillow segment is currently underserved by existing one-size-fits-all travel pillows that fail to recognise that we all come in different shapes and sizes and have different preferred resting postures.”
“The possibilities are limitless,” Chng added. He said other travel-related accessories offering “innovative salutations to travellers’ pain points” are also under development.
