Italian clothing brand Liu Jo wants to focus more on travel retail, which means it will open more stores in airports and train stations. The brand only invested in travel retail for the first time this year.
Close to traditional channels
To that end, Liu Jo will be present at the TFWA World Exhibition, a Tax Free World Association convention focused entirely on business active in the duty free and travel retail branch. The fashion brand currently has stores in the airports of Venice and Rome Fiumicino, shop-in-shops in the airports of Bergamo and Lisbon and sales areas in the airports of Brussels and in the largest German airports.
For its first phase of expansion, Liu Jo will target countries where its brand is well-known, subsequently expanding to the Middle East and Asia to allow the brand to consolidate and strengthen its position there. The Liu Jo travel retail shops have to become more like its traditional sales channels, both in product range and design.
The Italian brand, founded in 1995, currently has 320 stores of its own and is also available at another 5,500 multi-brand stores in 45 countries. Its 2014 turnover was 300 million euro and it intends to add another 3 stores in Paris this fall.