Travel retail distributor SKYlink has boosted its brand portfolio to support plans to develop its airport and cruise ship network.
SKYlink’s brand line-up, which includes Linda Farrow, Mulberry, Furla, Fossil Group, Limitato and own-brand Haus of Dietrich, has been boosted through new partnerships with John Hardy, Swarovski licensed brand division’s DKNY and Karl Lagerfeld and FAO Schwarz.
The company added it is eyeing partnerships with brands in the beauty category. SKYlink Co-Founder and Managing Director Barry Fitzpatrick said: “We are very keen to explore the beauty channel, particularly cosmetics where we see masses of potential. It’s a highly competitive business; we’re very aware of that, but we’re confident that there’s room for the right brands, particularly those that combine beauty with ‘tech’.”
Fitzpatrick set up SKYlink with Thomas Wesch seven years ago. Much of the company’s early success was based on inflight sales and SKYlink now collaborates with over 80 carriers globally. Its focus has been on fashion, accessories and jewellery. Furla was one of the first brands to join the network and the brand’s former Global Travel Retail Director, Gerry Munday, works with SKYlink in an advisory capacity. |
“Every new brand that we work with is seen as a long-term partnership,” Fitzpatrick added. “It’s not just about making a margin, but working together with trust and individual relationships.
“For us, brand values are paramount; each name that we deal with – whether a global [name] such as Mulberry or niche company like Ucon Acrobatics with their sustainable bags – demands a different approach that takes into account elements such as marketing methodology, adjacencies etc.”
Fitzpatrick said its new partnership with US toy specialist FAO Schwarz, which is known for its high-end toys, life-sized stuffed animals, interactive experiences and games, marked “something of a departure” for the company.
Fitzpatrick said the collaboration has led to a core range of items, which he described as “just perfect” for travel retail. SKYlink and FAO Schwarz are working with selected retailers including Dufry.
Fitzpatrick highlighted Linda Farrow as one of the company’s successful airport and cruise ship brands. Its sunglasses are listed with key retailers in Istanbul, Abu Dhabi, Moscow, Macau and London Heathrow airports.
“What we learned very quickly is that you cannot take a successful inflight brand and make it work in an airport shop or on a cruise ship,” Fitzpatrick added. He noted Linda Farrow’s celebrity following, which includes Kendall Jenner, Kate Moss, Beyoncé, Meghan Markle and Taylor Swift, and its €400 to €1,500 price range. “The awareness of the brand in APAC makes it highly desirable and, where listed, the results are speaking for themselves,” he said.
As reported, SKYlink appointed Erica Genova as its International Sales Manager earlier this month.
