SKROSS Continues To Build Its Success Story. Sam Gerber, Managing Partner WorldConnect AG, Interviewed
8 minutes read
Introduction by: Peter Marshall
What a remarkable success story SKROSS has become. In this interview with Sam Gerber, you will not only appreciate the DNA of the business, but also understand how and why SKROSS continues to grow with its simple philosophy of bringing all the best values and elements of Swiss craftsmanship – quality, safety, precision – to the global travel retail accessories category.
Sam’s vision is this: “Five years from now, I see SKROSS as the go-to global brand for travel power and beyond. We’ve built our leadership in adapters, but our ambition is larger – to cover the full spectrum of travel essentials that keep people connected, comfortable and confident on the move”. A simple and ambitious statement, and SKROSS seems well on its way to achieving this goal.
Peter Marshall (PM): Sam, welcome back to TRunblocked.com. Now, Swissness is core to SKROSS. How do you turn that heritage into a real edge in travel retail?
Sam Gerber (SG): For us, Swissness is not a marketing cliché — it is a lived reality. SKROSS was born in Switzerland 20 years ago out of a simple but ambitious idea: to make travel safer and more convenient through intelligent design and precision engineering. Swiss products are globally associated with reliability, safety, and high standards — from watches to pocket knives to power adapters. In travel retail, where customers are often buying under time pressure and cannot afford a product failure while travelling abroad, that trust becomes a real differentiator. We bring the same attention to detail, safety, and innovation that people expect from any Swiss icon. Our patented all-in-one adapter was invented in Switzerland in 2002, and ever since, we have built our brand on the foundation of Safe. Simple. Swiss. — three words that travellers immediately connect with.
PM: Price competition is fierce, and with cheaper adapters and chargers flooding the market how do you defend SKROSS’s premium positioning while still reaching value-conscious travellers?
SG: The travel accessories market is highly competitive, and price pressure is real. But SKROSS has never been about being the cheapest — we are about being the most reliable, safest, and most compliant partner. Travellers carry devices that are often worth €800 or more in their pockets; they are not willing to risk damaging them with a low-quality adapter bought at the last minute.
That said, we also recognise the diversity of travellers. While our Universal Adapters, such as the PRO or MUV adapter range, target frequent business travellers, our Country Adapters range addresses the need for reliable, affordable solutions for leisure travellers.
This segmentation allows us to serve both premium and value-conscious customers without compromising on safety standards. It’s a deliberate strategy: we are premium where it matters most, but accessible where price sensitivity is higher. Not to forget that every product comes with a global “Swiss Warranty”. Should anything go wrong anywhere in the world with a SKROSS product, we would replace it – no questions asked!
According to Allied Market Research, the global travel accessories market is projected to grow at a CAGR of over 6% to reach USD 95 billion by 2030, with power solutions among the fastest-growing categories. In this context, the market has space for both high-end innovation and entry-level solutions — but only if quality is guaranteed.
PM: Travel retail is about more than function. How are you working with airports, airlines and duty free operators to make your products stand out?
Travel retail is an impulse-driven environment, and the buying decision is made in seconds. That’s why we invest heavily in premium, space-efficient display solutions that make it easy for travellers to find the right adapter or cable quickly. Our signature red — the colour of Switzerland — is instantly recognizable and helps us stand out in busy airport shops. We call this the “Red Wall of SKROSS”!
Equally important is storytelling. Together with our retail partners, we highlight the values behind our brand: Swiss precision, safety, and global connectivity. We also create travel-exclusive bundles — such as adapter plus charging cable sets — which add value for the customer and drive incremental sales for retailers.
PM: Beyond adapters, how important are cables, power banks and other accessories to your growth in travel retail?
Adapters will always be the heart of SKROSS, but travellers increasingly demand a complete ecosystem of power solutions. Today’s smartphones, tablets, and laptops are more powerful than ever, and to unlock fast charging or data transfer speeds, the right cable is absolutely essential. This is why we continue developing new products that take into account a fast-changing technological environment.
Power banks, too, are a natural extension and also a great example why SAFETY is such an important factor. Consider the ban of power banks from being used by many airline operators. This wouldn’t have happened with a stronger focus on quality and safety rather than price. Yet, the global power bank market alone is projected to exceed USD 25 billion by 2030, growing at over 8% CAGR, driven by mobile working and travel demand.
For us, these categories are not an add-on but a strategic pillar. By offering cables, chargers, and power banks alongside adapters, SKROSS becomes a trusted one-stop solution for staying powered and connected throughout the journey — from the gate to the hotel room.
PM: With sustainability no longer negotiable, what concrete steps are you taking in materials, packaging or product design?
SG: Sustainability is a responsibility we take very seriously. We’ve already eliminated single-use plastics from most of our packaging, replacing them with recyclable cardboard solutions. Beyond packaging, we are working with our suppliers to integrate more sustainable materials into our products, without ever compromising on safety or performance.
Equally important is durability. In a world where too many electronic accessories are treated as disposable, our philosophy is buy once, buy well. A SKROSS adapter is designed to last for many years and countless trips, which reduces waste and makes it a more sustainable choice in the long run. You will remember, from an earlier interview, that I’ve mentioned the equation “Quality equals Sustainability”. I think this resumes it in a perfect manner.
PM: How are you future-proofing your offer, bearing in mind how quickly USB-C, fast charging and wireless solutions are evolving?
SG: The pace of change in charging technology is relentless, and travellers can’t afford to be left behind — nor can we. That’s why we’ve fully integrated USB-C into our new adapter and cable ranges. USB-C is no longer “the future”; it’s the global standard, and with the EU mandating it from 2024, we’ve made sure our products are already compliant.
Fast charging is another key area. Our latest wall chargers and power banks are PD-enabled, delivering up to 100W of power — enough to charge not only smartphones, but also tablets and laptops. At the same time, we’re closely watching the adoption of wireless charging in airports, hotels, and even airlines. It’s not yet mainstream, but when the time is right, we’ll bring a solution that is as safe and reliable as our adapters.
For SKROSS, future-proofing is not just about following trends — it’s about anticipating travellers’ needs and ensuring our products will still deliver peace of mind years down the line.
PM: Tell us about SKROSS’s approach to social media. How is your strategy changing — and how do you make functional products aspirational online?
SG: We’ve made a conscious shift from talking about products to talking about experiences. At the end of the day, nobody gets excited about “a plug” — but they do get excited about staying connected on a business trip, capturing memories on holiday, or landing in a new country knowing their devices will work instantly.
On social media, we show how SKROSS fits into those moments. We’ve invested in video storytelling and are planning to work more with user-generated content, because nothing is more authentic than seeing real travellers trust our products in real-life situations.
This lifestyle-driven approach, combined with our distinctive Swiss red design, helps make SKROSS aspirational online while staying true to our Safe. Simple. Swiss. Promise.
PM: How important is Artificial Intelligence to you now?
SG: AI is already part of our daily business. On the commercial side, it helps us predict demand more accurately, which in turn allows us to support our retail partners with better inventory planning — a critical factor in travel retail where missed sales are missed opportunities.
On the marketing side, AI enables us to personalise campaigns, adapt content to different markets, and understand traveller behaviour in real time. This is invaluable in an environment where passenger profiles and shopping habits are constantly evolving.
Looking ahead, I see AI becoming even more embedded in our product development. Imagine adapters and chargers that adapt automatically to a traveller’s devices, optimise energy efficiency, and even help extend battery life. That’s not science fiction — it’s where we’re heading.
PM: As airlines and airports embrace digital retail, how is SKROSS adapting to pre-order and omnichannel platforms?
SG: Omnichannel is one of the most exciting shifts in travel retail. Travellers increasingly expect the same convenience they enjoy online to be mirrored in their journey: research at home, reserve before the flight, and pick up at the airport or onboard. According to m1nd-set, more than 60% of travellers now engage with digital channels before travelling, which shows how important this touchpoint has become.
It will be the future that we will be working together with our partners to integrate SKROSS into their pre-order platforms, ensuring that a traveller can secure their adapter, cable, or power bank even before they leave for the airport. At the same time, we want to ensure that whether a customer is online, at the gate, or browsing a duty free store, they have a seamless and consistent SKROSS experience.
This is a natural extension of our promise: to make travel simpler and more convenient. Digital is simply another way to deliver on that mission.
PM: TFWA World Exhibition is always a stage for big reveals — what’s SKROSS bringing to the spotlight this year? Can we expect any surprises?
Cannes has always been a highlight of our year. It’s where the travel retail community gathers, and where we’ve launched some of our most iconic products in the past — including our patented all-in-one adapter that really put us on the map.
This year is slightly different. We’re in the middle of a transformation as a company and a brand. Rather than focusing on a single “hero” product, we’re showcasing breadth.
We’re also proud that some of these innovations have already been shortlisted for TFWA Awards this year — a strong validation of the direction we’re taking. So while you may not see a one-off headline reveal, the bigger story is the evolution of SKROSS into a holistic travel power and accessories brand
PM: Looking five years ahead, what’s your vision for SKROSS in global travel retail?
SG: Five years from now, I see SKROSS as the go-to global brand for travel power and beyond. We’ve built our leadership in adapters, but our ambition is larger: to cover the full spectrum of travel essentials that keep people connected, comfortable, and confident on the move.
The travel retail channel itself has a bright future. Travellers will be more digital, more sustainability-minded, and more connected than ever before.
Our role is to grow with them: offering an expanding ecosystem of adapters, chargers, power banks, cables, travel hubs and smart accessories — all designed and engineered in line with our Safe. Simple. Swiss. philosophy. Ultimately, we want every traveller, wherever they are in the world, to instinctively reach for SKROSS as their trusted travel companion.
