KERING EYEWEAR: A CLEARER VISION FOR TRAVEL RETAIL
5 minutes read
Introduction by: Peter Marshall
Eyewear is attracting increasing attention in travel retail, from retailers looking to grow the category and consumers demanding more from their purchases.
As travellers seek products that reflect their personal style while delivering genuine performance, Kering Eyewear is bringing together some of the world’s most recognisable luxury names with brands rooted in technical innovation and lifestyle.
With Valentino the latest addition to its portfolio – and Maui Jim continuing to expand its premium performance proposition – the company is looking to create more relevant and engaging eyewear experiences across the channel.
TRunblocked.com’s Colleen Morgan talks with Kering Eyewear Head of Global Travel Retail & Hospitality Channels Ilaria Salvucci about the opportunities ahead – from building stronger retail partnerships and bringing Valentino’s identity to eyewear, to attracting the next generation of consumers.
Colleen Morgan (CM): Travel retail continues to evolve, with changing traveller demographics and rising expectations around experience. Where does Kering Eyewear see the biggest opportunities for growth over the next few years?
Ilaria Salvucci (IS): Travel retail is becoming increasingly experience-led, and we see that as one of the channel’s greatest strengths. Today’s travellers are looking for more than a transactional purchase – they want to discover brands, engage with compelling stories and find products that feel relevant to their journey.
For Kering Eyewear, growth in this channel will come from continuing to elevate consumer experience through strong brand visibility, impactful retail activations and a carefully curated assortment that reflects the needs of different traveller profiles.
Another key opportunity lies in strengthening collaborations with our retail partners to create more immersive and tailored experiences that make shopping for eyewear an even more engaging destination within the airport retail environment.
CM: Kering Eyewear has built one of the industry’s strongest luxury portfolios in a relatively short period. From a travel retail perspective, what has been the key to building such strong partnerships with retailers and airport operators?
IS: Partnership has always been at the heart of our approach. We work closely with retailers and airport operators to understand their specific business objectives and passenger profiles, allowing us to develop solutions that create value for everyone involved.
Our portfolio includes exceptional brands. That, combined with dedicated support in visual merchandising, marketing and retail execution, enables us to build long-term relationships based on trust and shared ambition.
Ultimately, we see our partners not simply as clients, but as collaborators in creating premium shopping experiences that resonate with today’s global travellers.
CM: Kering Eyewear’s portfolio spans fashion, technical innovation and lifestyle brands, from Gucci, Cartier and, more recently, Valentino, to LINDBERG and Maui Jim. How important is that breadth in travel retail, where consumer profiles and purchasing motivations can vary dramatically by region, airport and traveller type?
IS: The diversity of our portfolio is one of our greatest competitive advantages, meeting the needs of an incredibly broad mix of travellers, each with different lifestyles, purchasing occasions and expectations.
Whether a traveller is seeking iconic fashion, timeless elegance, minimalist craftsmanship or high-performance eyewear, Kering Eyewear is able to offer a relevant proposition.
This flexibility also allows us to work with retailers to build assortments that are tailored to specific locations and passenger demographics, ensuring that each brand can express its full potential in the right environment.
CM: Valentino is the newest addition to the Kering Eyewear portfolio. What opportunities does the Maison bring specifically to the travel retail channel, and where do you see it fitting within today’s luxury airport retail environment?
IS: Valentino brings a unique combination of couture heritage, contemporary creativity and strong global recognition.
Luxury travellers are increasingly looking for products that express individuality while remaining timeless, and Valentino’s distinctive aesthetic speaks directly to that desire. The collection offers a refined balance between iconic design codes and modern sophistication, appealing to both loyal brand followers and consumers discovering the Maison while travelling.
Within airport retail, Valentino has the opportunity to further elevate the luxury eyewear offering through collections that embody craftsmanship, elegance and strong emotional appeal.
CM: Valentino has distinctive design codes and heritage. How do you translate that identity into eyewear that resonates with today’s global travel retail consumer?
IS: Every Valentino Eyewear collection is developed with the objective of expressing the Maison’s identity, translating its distinctive codes and DNA into pieces that balance elegance, individuality and contemporary appeal.
Signature elements, refined detailing, sophisticated proportions and recognisable design codes are interpreted in a way that feels both contemporary and wearable for today’s international consumer. The result is a collection that remains true to the Maison’s heritage while offering versatility across different markets and traveller profiles.
For travel retail, this is particularly important, as consumers often make spontaneous purchases that are driven by both emotional connection and immediate desirability.
CM: Travel retail increasingly demands strong storytelling and elevated retail theatre. What opportunities does that create for Valentino Eyewear, particularly among younger, fashion-driven travellers?
IS: Storytelling has become a fundamental part of the luxury retail experience, especially in airports where consumers are often open to discovery and inspiration.
Valentino offers a rich creative universe. Engaging campaign imagery and carefully designed consumer experiences can bring the Maison’s identity to life, capturing attention and creating emotional engagement.
This is particularly relevant for younger luxury consumers, who value brands with a strong point of view and seek authentic connections beyond the product itself. Travel retail provides an ideal stage to introduce them to Valentino Eyewear in a memorable and immersive way.
CM: Maui Jim occupies a very different space within the Kering Eyewear portfolio, combining technical lens innovation with a strong lifestyle identity. How does that positioning complement your more fashion-led luxury brands?
IS: Maui Jim perfectly complements the rest of our portfolio by bringing a unique combination of premium performance, innovation and lifestyle authenticity.
While many consumers are drawn to fashion and brand expression, others prioritise visual performance and comfort without compromising on design. Maui Jim addresses those needs through advanced lens technology and a strong connection to outdoor living and travel.
CM: Travellers increasingly expect performance products to work harder, combining genuine functionality with design and lifestyle appeal. How is Maui Jim evolving to meet those expectations?
IS: Today’s travellers expect products that deliver genuine functionality while reflecting their lifestyle and personal values. Maui Jim continues to innovate through advanced lens technology, exceptional visual performance and lightweight comfort, while expanding its design offering to appeal to a broader audience.
We also continue to work closely with our retail partners to ensure the brand is presented through engaging retail experiences that clearly communicate its unique product benefits.
CM: Looking ahead, what role can Maui Jim play in attracting a new generation of travellers – and in growing the premium performance eyewear category in travel retail?
IS: We believe Maui Jim is exceptionally well positioned to appeal to the next generation of travellers. Consumers are increasingly looking for products that combine innovation, authenticity and purpose, and Maui Jim delivers on all three. As awareness of lens quality and visual performance continues to grow, we expect more travellers to seek high-performance eyewear.
Maui Jim’s combination of cutting-edge technology, distinctive design and authentic outdoor heritage creates a compelling proposition for this evolving consumer. Looking ahead, the brand will continue to play an important role in expanding the premium eyewear category in travel retail and attracting consumers who value both performance and lifestyle.
