Clogau Gold is hoping to establish itself as an internationally recognised brand by targeting the travel retail sector. The Welsh gold brand has appointed David Butler as head of global sales to drive the initiative forward and will also take its first independent stand at duty free and travel retail exhibition TFWA at Cannes in October.
Clogau Gold is already stocked onboard planes and cruise ships, including large carriers British Airways, Virgin and Air Canada, but the sector represents just 4% of overall sales. Butler, who was part of a team responsible for establishing Hot Diamond’s travel retail business that launched five years ago, said he hopes to increase this percentage but expects the process to be a long-term initiative not a quick fix.
Butler said: “It’s a difficult market to break in to. I don’t see it happening over night; I see it more as a three-year project to develop the brand internationally.”
In addition to increasing its presence onboard aircraft and ships, Butler is hoping to make alliances with airport retailers.
Travel retail operators tend to demand high margins from brands, up to 70%, so there are no quick financial gains to be made in the sector. However, Butler believes that it is an important profile-raising step that will help it breaking into new international markets, such as the US.
Clogau Gold is already stocked onboard planes and cruise ships, including large carriers British Airways, Virgin and Air Canada, but the sector represents just 4% of overall sales. Butler, who was part of a team responsible for establishing Hot Diamond’s travel retail business that launched five years ago, said he hopes to increase this percentage but expects the process to be a long-term initiative not a quick fix.
Butler said: “It’s a difficult market to break in to. I don’t see it happening over night; I see it more as a three-year project to develop the brand internationally.”
In addition to increasing its presence onboard aircraft and ships, Butler is hoping to make alliances with airport retailers.
Travel retail operators tend to demand high margins from brands, up to 70%, so there are no quick financial gains to be made in the sector. However, Butler believes that it is an important profile-raising step that will help it breaking into new international markets, such as the US.
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I've seen this brand in the UK and I think it's big there. Will be interesting to see how it works internationally.
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