German scarf specialist Fraas – The Scarf Company is heading to the upcoming TFWA World Exhibition (Red Village K 29) with new products, a strengthened travel retail team and plans for expansion.
Since its first appearance at the Cannes event last year, Fraas has secured multiple listings in Europe, a partnership with cruise line Tallink & Silja and inflight listings with Lufthansa, Swiss International Airlines, Aeroflot and Etihad Airways.
The brand has noted an “increasingly strong presence” in China with its scarves available in 20 airport stores.
Fraas Owner and Managing Director Andreas Schmidt said: “Our offer is perfect for all travel retail channels. We primarily focus on high-end cashmere scarves for men and women, but we are adaptable and able to provide pieces in a lower price range if passenger profile demands it.”
Fraas extended its travel retail team with the appointment of Christian Rührschneck as Sales Director Asia, New Markets & Travel Retail earlier this year. Rührschneck studied business administration at the European Business School in Oestrich-Winkel, Germany. He was previously Export Manager at Josef Seibel before joining Feiler as Export Director.
“Having just secured our first listing with Etihad for our winter/fall collection, steadily increasing business globally, and with a bigger and better travel retail team, this year’s TFWA World Exhibition is going to be more important than ever for Frass,” Schmidt added.
“Our aim for the next two years is to double the sales of our previous year. With the opportunities we see in the market, and the introduction of Christian, this is definitely achievable for Fraas. Over the next three to five years our aim is to become ‘the’ global scarf brand in travel retail. We are confident that this is achievable, especially with the recent results we have been seeing.
“Cannes is the perfect platform from which to launch the next stage of our expansion process. Alongside our latest collections, we’ll also be announcing an exciting new concept for customers at the show – so watch this space,” Schmidt concluded.
