Cyprus-based brand agency Goodflow is preparing to launch a range of products into travel retail, and has signed up to take part in the inaugural Moodie Davitt Virtual Travel Retail Expo (see below).
Among its early launches, the agency will introduce an innovative PhoneSoap smartphone sanitiser to the channel. PhoneSoap is one of five brands – in five different categories – which Goodflow has earmarked for travel retail.
| 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. |
The idea for PhoneSoap was born in 2009 with brand founders, Americans Wes LaPorte and Dan Barnes, determined to “bring proper sanitising to the 21st century”. The device was backed by a Kickstarter crowdfunding campaign and attracted strong domestic sales after securing a deal on the popular US Shark Tank reality show, which supports entrepreneurship.
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.
Goodflow’s PhoneSoap Go 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).
PhoneSoap has used its expertise to support health workers in US hospitals during the COVID-19 crisis. Targeting the problems associated with re-using masks, the brand teamed up with Intermountain Healthcare to develop a device to sanitise the N95 masks. |
“As a dedicated travel retail agency, our brand portfolio not only has to meet our criteria of ‘uniqueness’ but also the changing customer demands of a given period,” Co-Founder Daisy Petevis said.
“During these times, travellers are becoming more hygiene-conscious, looking for items to accompany their journey which allow them to travel more safely. We have carefully researched this niche market of phone sanitisers and believe PhoneSoap’s quality will exceed the more hygiene conscious travellers’ expectations.”
Greek herbal tea specialist Anassa Organics is also included in the Goodflow portfolio.
“Anassa 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,” 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.
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.
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.
“This brand has all the tools and expertise to grow fast,” Petevis said. “It is not big on the domestic market yet, but we believe its potential in travel retail is huge as, now more than ever, travellers will be looking for something different, something they can actually ‘discover’ at the airport.”
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.
It also features on a Kickstarter campaign and will be available in travel retail in November.
The Goodflow portfolio will be on show at the Moodie Davitt Virtual Travel Retail Expo this October, for which the agency has become a Silver Partner.
The Expo – which takes the form of a ‘live’ 5-day event followed by a 30-day showcase – begins on 12 October. It also features an eclectic series of events across the five days, including a Symposium, category workshops and a new consumer research initiative.
Daisy Petevis said: “Goodflow was launched right at the beginning of the COVID-19 outbreak, so conditions were not to our advantage. During our challenging beginning, the dedicated travel retail media has shown enormous support to all stakeholders, not only by keeping us constantly updated on our industry’s news, but also with key forward-thinking initiatives such as the Virtual Expo.
“Especially with the cancellation of TFWA World Exhibition, which was going to be the biggest event of the year for us, the Virtual Expo becomes 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. Our aim is to represent unique brands, which tell stories of positive impact on people and our environment. We are super excited to introduce our portfolio to the industry for the first time.”
Daisy Petevis can be contacted at: Daisy@goodflow.global.
