DENIZEN, a leading destination jewelery retailer, has unveiled a travel retail strategy to improve its position within the channel.
All key leadership appointments and new hires form part of the company's long-term strategic planning and expansion goals.
In particular, DENIZEN promoted Esther Bauman to Chief Executive Officer to lead the strategic direction and strengthening of the brand's position in travel retail.
Prior to this role, Mr. Bauman, who is based in Hong Kong, spent seven years in the business as Managing and Operations Director.
Denizen said it is committed to increasing brand awareness through an extensive program at all major travel industry events, including Mr. Bauman's insights on destination categories on key panels.
DENIZEN added that this strategy is integral to the company's approach to increasing brand awareness within the channel.
Baumann will lead the DENIZEN team on the stand at the TFWA Asia Pacific Exhibition & Conference in Singapore next week (May 12-16).
For the first time, DENIZEN also collaborated on the APTRA Networking Lunch in Singapore on Sunday 12th May at the Tanglin Club.
APTRA Executive Director Anne Kavanagh said: As a Hong Kong-based brand in the Year of the Dragon, we are especially pleased that DENIZEN has chosen a particularly suitable bracelet as a gift for guests coming to his APTRA lunch. ”
Mr. Bauman commented: “With 2024 being his 40th anniversary of TFWA and also DENIZEN’s 40th anniversary of trading, we felt it was time to introduce this proposition in earnest to the travel retail market. Our company has entered new markets.
“In Asia, we have opened our doors in Japan (from Okinawa to Hokkaido), Malaysia and Thailand. Our expansion is also underway in Latin America and Africa, and our strategic advisor Sue, a respected industry veteran, Together with Gosling, we have had many fruitful discussions with some of the leading travel retailers, both on land and at sea, and we hope to achieve some significant partnerships in the coming months. will be announced.”
DENIZEN highlights its commitment to travel retail and actively participates in travel trade shows, including the recent IAADFS Summit of the Americas {Image courtesy of DENIZEN}
Bauman added: “We have a bold three-year strategic plan to benefit not only our core DENIZEN business, but also our travel retail partners and employees.
“We are investing in new processes and support for our travel retail channels in both Hong Kong and the US. This is alongside our sustainability goals and continued investment in our unique data model. We put human resources development, welfare and culture at the forefront.
“As our business is growing rapidly, we need to ensure that our leadership and talent are aligned with our vision and mission. The combination of expertise and passion is key to our growth. High-quality hires, including former DaFly Global and Watch Jewelry Category Manager Leila Chalk joining our sales team as Senior Key Account Manager, providing insight from a purchasing perspective when approaching potential new partners. is reflected in.
A glittering showcase: DENIZEN presents a series of collectible destination souvenirs and jewelry at the Summit of the Americas
“We create unforgettable travel memories through our partnership approach to our business and our partners. With central locations in Hong Kong and Miami, and our expert perspective on logistics, we We offer a uniquely curated, collaborative approach to the category.
“Our investments in events like IAADFS, TFWA Singapore and Cannes this year demonstrate the tenacity of smaller brands to grow and own the destination category.”
Bauman concluded: “As a market leader, we do not stand still, and the combination of a focused management role, talented people and commitment to the field allows DENIZEN to operate and push boundaries that match our ambitions. , which can elevate the destination category.'' Elevate customer requirements to new heights. ” ✈
