Kering Eyewear’s Maui Jim Continues to Excel in Global Travel Retail. Here’s Why.
5 minutes read
Introduction by: Peter Marshall
There is no stopping Maui Jim in travel retail – it remains a shining light within the Kering group of companies. Much of its continued success lies with the smart appointment of Mika Hashizume as brand ambassador for Asia Pacific, who ticks all the boxes when it comes to Maui Jim’s style and image.
I recently caught up with Emanuele Lasagna who takes us through the backstory, as well as Maui Jim’s remarkable success with activations. Kering has continued its commitment to having a strong presence at TFWA events to support their brand portfolio and to introduce new product lines. And then, of course, there is the Oracle Red Bull Racing team tie up, too. Exciting times…
Peter Marshall (PM): Welcome back to Trunblocked.com, Emanuele. The first question I want to ask is this: just how well did the company perform in Travel Retail for eyewear last year?
Emanuele Lasagna (EL): As you know, 2024 was Kering Eyewear’s 10th anniversary, and it was yet another record year for the company, generating revenues for €1.6 billion, an increase of 6% vs 2023 on a comparable basis.
The Travel Retail channel has yet again exceeded expectations for us, it keeps on growing year after year and expanding its footprint both in terms of brand distribution and of geographies.
PM: I thought we’d take a different approach this time around and look specifically at Maui Jim and your Asia Pacific ambassador for the brand, Mika Hashizume. He’s a good fit. Tell us the reasons why.
EL: He embodies Maui Jim’s contemporary style and refreshed image – not to mention the shared Hawaiian roots of both Mika and the brand. Appointing him as the Asia Pacific Brand Ambassador was a pivotal decision, aligned with Maui Jim’s strategy to revitalize its image and expand its global reach by engaging a new consumer base. Mika has certainly helped, and will continue to help, the brand to resonate with younger consumers across China and the Asia Pacific region.
PM: So, his values align with yours and it clearly works. In January this year, and in a first for CDF at Sanya HTB Global Beauty Plaza, he appeared for you in a big promotion there. Just how successful was it and was CDF pleased with the outcome?
EL: On January 19th, Maui Jim hosted a landmark event at the CDF Sanya International Duty-Free Shopping Complex, starring Mika. This has been the first ever celebrity-driven event in the eyewear category within the duty-free sector, and in Kering Eyewear we couldn’t be prouder.
The event began with a speech presented by representatives from both CDFG and Kering Eyewear, reaffirming the commitment to further strengthening the partnership between the two companies.
Mika was a pivotal element in the event, with an appearance first on the stage we had built at the ground floor, and then in Kering Eyewear stand-alone store at the first floor, interacting with fans while being live streamed on CDF social media platforms.
The event turned out to be a great success, exceeding our expectations, and I am personally very proud and enthusiastic to have taken part in it.
PM: Developing this, and this is something that always interests me when any major company appoints an ambassador, just how do you measure the success of their connection to the brand. What are the key performance indicators for you?
EL: There are several elements we look at, both quantitative and qualitative. Of course, engagement is a big one – especially in a setting like the CDF Sanya event, where Mika’s presence translated into significant traction across social media platforms, with thousands tuning into the livestream and strong fan interaction in-store.
The feedback we received following Mika’s involvement has been overwhelmingly positive, both from consumers and our retail partners.
Finally, there is the sell-out performance. When you see alignment between brand values, commercial impact, and emotional connection – that’s when you know a partnership is truly successful.
PM: Moving onto the brand itself, what can we expect from Maui Jim at TFWA in Singapore and later in the year at Cannes?
EL: As always, Kering Eyewear is committed to investing in TFWA, as it provides the opportunity for the Travel Retail team to meet with clients and showcase new products and strategies.
During the TFWA fairs, it will be important to present and support our entire portfolio, with a focus on both the luxury and outdoor segments, ensuring we offer a complete selection for travelers.
As in every year, we will bring energy, fresh ideas, and out-of-the-box experiences. You are warmly welcome to come and visit us.
PM: What about in-store activations?
EL: As I said earlier, 2024 has once again been a record-breaking year, and 2025 is set to follow the same path. The Travel Retail in-store activation calendar is pretty dense, with a strong focus across all our brands.
Starting in May, the Gucci Travel Retail Exclusive will go live with activations around the world – some of which will feature innovative “retailtainment” experiences, including live performances designed to bring emotion and energy into the store environment.
The Maui Jim partnership with Oracle Red Bull Racing will also be highlighted through a series of global activations.
Lastly, in 2024, Kering Eyewear launched Lelepau – a new foldable Maui Jim style created exclusively for Travel Retail. In 2025, this product will continue to be a key focus, as it’s rapidly becoming a staple in our Travel Retail assortment. We’re planning further support through FW novelties starting in October, accompanied by dedicated in-store activations.
PM: Of course I have to ask about the recent Maui Jim multi-year tie up with the Formula 1 Oracle Red Bull Racing team. Again, there appears to be real shared values and synergy here in terms of precision and performance. What elements are involved for you in the partnership?
EL: The partnership with Oracle Red Bull Racing is a perfect match for Maui Jim – it’s built on shared values like precision, performance, and innovation.
Starting from the 2025 season, our eyewear will be worn by the drivers, pit crew, and team staff, showcasing our PolarizedPlus2 lens technology on a global stage. It’s more than visibility – it’s about aligning with a team that pushes boundaries, just as we do with our products. Together, we’re bringing clarity, comfort, and style to the world of Formula 1.
We will also fully leverage this partnership across our communication strategy, PR initiatives, and in-store execution – with dedicated visual merchandising tools and storytelling designed to amplify the connection between Maui Jim and the high-performance world of Formula 1.
PM: One last question, if there are three things you want to communicate to your travel retail partners, what would they be?
EL: The first three principles that come to mind may seem simple, but they are fundamental to success.
First, don’t be afraid to be audacious. I would encourage the travel retail industry to embrace innovation and newness as key drivers for discovering fresh and successful business models.
Second, adopt a consumer-centric mindset. We must always keep the end consumer at the heart of what we do and focus on creating offerings that truly resonate. Uniqueness and engaging experiences are increasingly valued – especially in the travel retail space.
Finally, fully embrace digitalization. We need to believe in the power of innovation and work together to shape the future of retail in this channel.
