Every brand tells a story: Goodflow makes its travel retail debut at Virtual Travel Retail Expo

Cyprus-based agency Goodflow believes it can empower brands to “conquer the world of travel retail”. Its focus is on brands which will stand out in the channel; lines which impact people and the environment and have unique stories to tell.

Goodflow Co-founder Daisy Petevis: “The Virtual Travel Retail Expo is the perfect platform for Goodflow to introduce our vision as an up-and-coming travel retail agency”

Goodflow is determined to tell its own tale, and those of its featured brands, at the inaugural Moodie Davitt Travel Retail Expo. The Expo, where Goodflow is a Silver Partner, marks the company’s debut in the channel.

The agency will introduce five brands – Anassa Organics, Article22, Kuida Skincare, PhoneSoap and Worldwide Buddies – over five categories in travel retail.

Its #Virtual Stand DA-S4 will include a Wheel of Fortune which offers Expo participants and visitors the opportunity to win gifts from selected brands.

Goodflow looks to stand out at the Virtual Travel Retail Expo with its Wheel of Fortune adding a lucky touch for visitors

“The Virtual Travel Retail Expo is the perfect platform for Goodflow to introduce our vision as an up-and-coming travel retail agency, and of course, to create a focal point on the brands we represent,” said Goodflow Co-founder Daisy Petevis.

“Our aim is to represent unique brands, which tell stories of positive impact on people and our environment. It is the first time our agency is exhibiting overall, so it is quite the special occasion for our team. We feel that having five brands at our first exhibition, during a pandemic, is quite an achievement and we are looking forward to roll-out in different locations, once the industry starts recovering.”

PhoneSoap claims to neutralise the bacteria that other phone cleaners cannot kill. The device uses UV-C light to break germ DNA, leaving it unable to function or reproduce and aims to sanitise devices in ten minutes.

It fits all smartphone sizes and includes acoustic outlets for alarms and notifications, a built-in rechargeable battery and travel case. Its RRP is €90 (exclusive of taxes).

Petevis said Goodflow aims to be the “go-to agency for brands that stand out and have a story to tell”.

She added: “Our main focus is to ensure that these brands, and all parties who are involved with our brands, receive impeccable service from our team. Our diversified backgrounds and skillsets, combined with strong attention to detail, should guarantee a ‘good flow’ for all stakeholders.”

Goodflow was set up in October last year. Its mission is to represent brands in travel retail that have stand-out, innovative stories to tell.

Its three co-founders are Nikolai and Maxim Tepper and Daisy Petevis. The Tepper brothers specialise in management consulting and international marketing while Petevis has over eight years’ experience in travel retail.

After two years as Lacoste Travel Retail Coordinator EMEA, Petevis held positions as Travel Retail Manager Worldwide with Paul & Shark and Bally.

Petevis is hoping that the Goodflow Wheel of Fortune will draw visitors to the agency’s stand. “We thought this would be the best way to ensure that people see our brands virtually, and, if they are lucky, also experience them hands-on at home.”

Visitors have the opportunity to participate in a lucky draw and five winners will receive samples from selected brands. The winners will be announced on 31 October; the more times people visit the stand the higher their chances of winning.

Petevis said Goodflow’s service is tailor-made according to each brand’s existing strengths and potential.

“We embrace the differences of our brands’ categories within our portfolio, and deploy a customised business development strategy across channels and geographic regions for each of them, executing it when the time is right.”

Greek herbal tea specialist Anassa Organics was founded during the financial crisis in Greece.

It underlines its heritage, supports local farmers, has an interesting presentation and has already claimed awards for its taste, Daisy Petevis said.

Anassa products are available inflight with Aegean Airlines and are featured at Athens International Airport. Petevis added that discussions are underway for the development of a travel retail-exclusive product, which would include herbal tea and the brand’s teacup.

Considering the effects of the COVID-19 crisis on the travel retail industry, a positive-thinking Petevis said the crisis has contributed to innovation and digitalisation.

“At recent TFWA exhibitions and other conferences, the main topic centred on a more digital universe and how to implement technologies into travel retail. It was a process which seemed quite lengthy and not so easy to accomplish.

“COVID-19 accelerated operators’ and landlords’ plans to implement technology. There was a surprisingly rapid switch to cleaning robots, self-checkouts, sample-free and more digital interaction for passengers, which could have taken years to achieve. It seems it all happened in just a few weeks.

“We cannot call it a positive impact, as it was surely the least preferable moment for these stakeholders to invest such large amounts of money. But, what is absolutely certain, is that these investments have entirely evolved the industry, leading to a massive positive step towards innovation and digitalisation.”

Article 22, which takes its name from a section of the United Nation’s 1948 Declaration of Human Rights, offers a range of jewellery made from recycled residues from bombs in Laos.

It employs local craftsmen to transform bomb scraps into bracelets, necklaces and earrings. 10% of product cost is donated to MAG (Mines Advisory Group) to clear some of the estimated 80 million unexploded bombs in Laos.

Goodflow supports stronger technological integration of the travel retail Trinity.

“These initial COVID-19 impacts of digital advancement will strengthen the need for operators, landlords, and brands to work together to better fulfil e-commerce demands by consumers,” Petevis said.

The agency believes operators and retailers must adapt to the digital approach which has become the primary way to engage with customers.

“It’s no longer only about hygiene security in the short-term, but more of a new way of living, which we have to adapt to: a hands-free, more distanced approach. What is important to keep in mind, however, is that this should not only enable travellers to shop under these new circumstances, but also to find a way to experience brands as part of their journey.”

In the beauty category, Goodflow is partnering with Kuida Skincare, a cosmeceutical brand based on the benefits of CBD. The collaboration is exclusive for the European market.

Kuida Skincare is owned by Canada-based global medicinal cannabis producer, Khiron Life Sciences Corp.

Petevis cited findings by travel retail research specialist m1nd-set which indicate that in-store experience will become a ‘must-have’ in order to compete against other retail channels.

“It is not an easy transition, neither is it straight-forward. But, each of us has to keep this in mind, as we believe that this is the long-term strategy to the industry’s sustainable success,” she said.

“It is important to keep an open mind and be ready to partner with other stakeholders, brands, or even agencies, to achieve our common goal”

Considering the post COVID-19 era in travel retail, Petevis underlined the need for the industry to be “more united than ever, working closely to ensure we all come back stronger.

“We see the relationships between agencies like ourselves changing. Instead of us just having a brand portfolio to present, we have already partnered with operators who needed support to seek out a specific type of brand or category.

“It is important to keep an open mind and be ready to partner with other stakeholders, brands, or even agencies, to achieve our common goal.”

Commenting on new and emerging trends in travel retail, Petevis mentioned the “obvious” expansion of the hygiene market. “This has not only showcased the necessity for masks and sanitisers but has also increased demand for smart gadgets,” she said.

“Our PhoneSoap, for example, has been around for ten years but only now is perceived as essential due to the changing hygiene-mindset of consumers as a result of the pandemic. It is definitely key to not only provide passengers with the obvious mask choice, but also other smart ideas to what they might need during their travels.”

Cyprus-based Worldwide Buddies centres on books and toys which celebrate diversity.

Its Book of Cultures is designed to introduce children to the cultures of the planet through 30 stories of friends from different countries.

Petevis noted the cooperative study between Bain & Company and The Moodie Davitt Report which predicted that sustainable brands will become more important for passengers. She said discussions with operators confirmed an increasing trend for “brands with a purpose”; brands with a story to tell and with a focus on sustainability.

“After being home for so long people are keener than ever to protect the environment, as well as to discover new places, new brands and new tales when travelling. We hope our portfolio can meet and even exceed such expectations.”

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