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Make Up and Fragrance Brand - Travel Retail Business Expansion
Location
New York City
The Challenge
A dual-category brand with an established domestic presence had minimal penetration in the global travel retail channel — a high-visibility, high-margin opportunity it had repeatedly deprioritized due to channel complexity and lack of internal expertise.
The Approach
MF Consulting designed a travel retail entry strategy from the ground up — defining the right airport tier and geographic sequencing, building the commercial proposition for key travel retail operators, and developing a channel-specific assortment and visual merchandising framework. We managed direct negotiations with key operators and facilitated introductions through our proprietary network.
The Results
The brand secured listings with two Tier 1 global travel retail operators within 9 months. First-year travel retail revenue exceeded internal projections by 20%. The channel now represents a growing share of total international revenue with above-average margins.
