New Trademarket exhibitors look to establish niche markets

Trademarket

Exhibitors worked all day Sunday to set up booths in preparation for the Trademarket opening this morning.

Among the nearly 200 exhibitors trying to grab the attention of attendees at the 2014 IAADFS Duty Free Show of the Americas are more than two dozen first-time or returning exhibitors trying to make a first impression that lasts.

Many have ventured to Orlando from around the world, including South Africa, the Far East, and Europe, to make inroads in the Americas with products ranging from electronics to jewelry to cigars to chocolates. They also feature unique displays to try to stand out in more than 75,000 square feet of space in the Trademarket.

“This is the most important show in America for travel retail,” said Marius Fouche, managing director of global duty free/travel retail at Distell Limited, based in South Africa. “To be operational here, you need to have a presence at the show.”

Distell Latin America, booth 1105, returns to IAADFS after a 10-year absence in which it has acquired other companies to expand its line of liqueurs, cognacs, whiskeys and fine wines, including Amarula, Bisquit, Bunnahabhain, Nederburg, and Plaisir de Merle.

After spending several years creating brands for other exhibitors, Solar Time Ltd. has its own booth and is looking to use the show to establish its own brands in electronics and technology accessories, jewelry, and men’s lifestyle products.

“Orlando is our first foray to establish our brands directly,” said Vishal Tolani, director for Hong Kong-based Solar Time, booth 1204. “This should give us a sense of the duty free market in North America and Latin America.

“The duty free market is different here than other areas, and we want to show that we understand the markets and that they have different price points.”

Taking aim at a different part of the market is Oettinger Davidoff AG, booth 1201, which offers premium cigars. The Geneva-based retailer is moving beyond its own stores to sell premium cigars in humidor displays to the duty free market.

“Duty Free is a good opportunity to meet with operators so we have one more contact point,” said Christian Vonthron, senior vice president of travel retail and duty free for Davidoff. “This is the best place to introduce novelties, such as our cigar sampler. We are presenting new products that we want to discuss with people in this area.”

Another retailer with a premium product, but at a lower price point, is Duc d’O from Belgium, which offers a variety of chocolates that feature vintage packaging. It is emphasizing flaky truffles in a variety of flavors showing in booth 432.

“We are here at Duty Free to show our ambition,” said Erik de Troyer, Duc d’O international sales manager. “We are committed to investing in the U.S. market, and we want to find partners to test our concept.”