Zippo Eyewear sparks expansion plans in travel retail

Zippo Manufacturing, which makes the Zippo lighter, is looking to extend its global footprint in travel retail with new eyewear collections and additions to its accessories range.

Zippo introduced its Zippo Eyewear range of sunglasses and readers to travel retailers at this year’s IAADFS Duty Free Show of the Americas in Orlando.

Zippo Manufacturing Senior Vice President Global Sales Richard Finlow commented: “Zippo is forward-thinking and travel retail is a major part of our long-term strategy as we expand our product offerings and continue to grow Zippo as a lifestyle brand.”

Finlow said 2016 was, in terms of sales, “one of the best years yet”. He added that the Chinese market was ‘exploding’ and sales in Europe were the best in the history of Zippo Europe.

Sneak peek: Zippo unveiled its new eyewear range earlier this year

“While the USA will always serve as our home base and the foundation for our brand, we are focusing more attention on Asia and Europe due, in large part, to the significant growth opportunities they present,” said Finlow.

According to Finlow, the brand’s strong performance in Europe was pushed by three factors. “The younger generation is seeing Zippo as a cool brand. Our collections have proven a great success, and have become part of the overall Zippo experience, and, thirdly, and possibly more importantly, Zippo owns a very well recognised brand. Zippo means something to people and it seems everyone has a Zippo story.”

Zippo aims to make reading glasses “trendier and happier”

Finlow said the brand was intent on expanding its product offerings but determined to maintain its US roots. “With our new products, we are creating items that people can bring wherever their adventures might take them.

“Our windproof lighters are still made in our Bradford, Pennsylvania factory. There we are continuing to focus on the future with a new Innovation Lab to be the centre of product development.

“But, we have also set up wholly-owned subsidiaries in China, UK, France and Germany. With these changes, Zippo now controls more than 85% of its international distribution, allowing us to control our global footprint.”

In the USA, Zippo is expanding its Zippo Outdoor line to include a range of fire starters but it is the brand’s new Zippo Eyewear that marks the brand’s new direction. “We conducted two benchmark studies, one determining the worldwide awareness of the brand, and the other to gauge what areas Zippo’s lifestyle products would best fit in, which led us into the eyewear space,” Finlow said.

“Our consumers are telling us that they are comfortable and can see our brand performing, playing, in other areas. Our answer to this consumer openness is diversification.”

Richard Finlow: “We are setting out to change the stereotype that people have regarding readers”

Zippo Eyewear will be available in travel retail in 2018, with some designs exclusive to the channel. Prices for the readers will start from US$15 and US$25 for the sunglasses.

Finlow described response to the new lines as ‘tremendous’.

“We’re setting out to change the stereotype that people have regarding readers”

The company has used selected retailers in Italy as a pilot market. “The sunglasses are literally flying off the shelves so I think we are on to a winner here. Italians are fashionable; if you can market there something that is fashion-related you have a good chance of success.”

Zippo sunglasses feature polarised lenses in a variety of classic frame styles paired with quality lenses in a variety of colours. Each pair is presented in a protective case.

Zippo reading glasses feature ‘on-trend’ frames in men’s, women’s and unisex styles, and high-quality lenses in a variety of diopter strengths.

“Reading glasses have traditionally been associated with older generations,” Finlow noted. “However, with the increased usage of computers and mobile devices, we’ve seen growing reports about younger generations requiring reading glasses due to eyestrain. We aim to make the reading glasses trendier and happier.

“We’re setting out to change the stereotype that people have regarding readers. Our goal is to have our consumers feel confident putting them on and wearing them in public, and to be able to choose a pair that represents their personality – much like our wide range of lighter designs.”

New items in the Zippo branded leathergoods include tobacco pouches, card holders and wallets which are also being market tested in Europe.

 

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