Travel retail as a growth channel: putting brands on the global map

Airports are rapidly transforming into fully-fledged retail hubs, each with its own brand experience and commercial strategy. Travel retail has grown into a significant channel, attracting an increasing number of fashion labels. Airports are places where consumers adopt a ‘holiday mindset’, making them open to impulse purchases and providing opportunities for international exposure. One brand embracing these opportunities is My Jewellery. With its recent openings at Schiphol and Düsseldorf Airport, the brand has added two new strategic pillars to its international growth plan.

“Travel retail aligns well with our brand values and target audience,” explains Thom Timmer, who is responsible for Business Development at My Jewellery. “We have a strong focus on Gen Z and young millennials. This is a generation that travels frequently, seeks experiences and enjoys treating themselves. The airport is a place where we can connect with these consumers while they are in a positive and receptive mindset.”

Strategic visibility on a global level

The expansion into Schiphol and Düsseldorf Airport represents a significant increase in the brand's international visibility. These new locations, alongside existing airport stores in Eindhoven, Rotterdam and Bremen, will expose My Jewellery to over 100 million travellers annually. “Schiphol is an international hub and quite literally a window to the world,” says Timmer. “For us, a presence in these hubs is the logical next step in our journey from being a strong player in the Benelux region to becoming a global fashion brand.”

The way My Jewellery translates its brand identity to the airport environment shows that travel retail is more than just an additional sales channel. The airport stores are uncluttered and colourful, offering immediate visual recognition. “Even in the hectic environment of an airport, we want to be instantly appealing: luxurious yet accessible, focused on fun and fashion, with gifting as a key part of our proposition.”

Product offering tailored to the traveller

The product range in the airports is intentionally optimised for impulse buys and ‘treat yourself’ moments. This includes jewellery in gift-ready boxes, travel-ready accessories and a selection of ‘travel exclusive editions’ available only at the airport. “We offer affordable luxury that makes people smile. This fits perfectly with the moment of departure or arrival,” says Timmer. “It also serves as an initial introduction to our signature style and value for money for those unfamiliar with the brand.”

My Jewellery also cleverly capitalises on touchpoints within the airport journey. It offers jewellery with a summer feel just before departure, or accessories that can be worn immediately to complete a travel outfit. According to Timmer, travel retail is not just about convenience but about enriching the overall travel experience.

@my_jewellery something sparkly has touched down at Schiphol �✈️ the pink suitcases showing you the way… straight to the brand-new My Jewellery boutique in Lounge 1. #myjewellery #schiphol #newadventures ♬ Edge of Desire - Jonas Blue & Malive

International scalability and future ambitions

Initial feedback since the openings at Schiphol and Düsseldorf has been positive. “Our target audience has responded enthusiastically, and gifting is proving to be a genuine growth market within travel retail,” Timmer states. The brand has also noted that international travellers, even those with no prior knowledge of the label, are drawn to its luxurious aesthetic and accessible price points.

These experiences reinforce My Jewellery’s conviction that travel retail will become an integral part of its international strategy. “We will apply the learnings from these locations to our next steps. Other airports are certainly on our radar. We are continuing to build our visibility and scalability as a global brand, one step at a time.”

My Jewellery's presence at prominent airports such as Schiphol and Düsseldorf highlights how travel retail can contribute to brand building on a global scale. It uses affordable luxury as a recognisable signature and gifting as a strategic pillar. The Dutch brand is thereby increasingly positioning itself as an international player in the fashion and accessories segment. By establishing a physical presence in international hubs, My Jewellery is, in the words of Thom Timmer, literally putting itself on the global map.