PM: As you said, your product range specialises in the care for feet, hands and legs within the beauty market. And yes, arguably this is an area largely neglected by the main duty free operators. How, then, do you think your brand can be best represented in airport travel retail – as a stand-alone unit, a dedicated space within the main duty free, a dedicated clinic in a spa, or even a pop-up?
MD: This is a great point. We have now purposely entered the TR market exactly for that reason. The sector is currently poorly represented and we believe that having Margaret Dabbs London, an award-winning specialist Harley Street brand entering the Travel Retail arena will bring incremental business and turnover and will drive a new client base. Feet and legs especially are so suited for travel – both for business as well as vacation. Long haul flights are especially pertinent for us. Feet and legs become the central focus when flying and we have amazing products for both men and women to enhance that experience.
Travel surveys have revealed that, during flights or train journeys and travel, people have time available to focus on applying hand and nail products. With a focus on feet and leg swelling, the Foot Hygiene Cream and the Firming Leg Serum will be a must-have, and we are planning advertorial cover to talk about the benefits of using these products inflight. Additionally, we have designed stands for duty free retail use as well as being in discussion regarding pop-up displays to promote the MDL brand.
PM: Moving on, as a business might you be open to joint ventures?
MD: We are open to joint ventures as there is a big crossover with feet, hands and legs in the retail market – whether this be with footwear, jewellery or complementary beauty.
PM: How do you align your physical with your digital marketplaces? What is the current split between offline and online and how do you see both developing? As a leading brand, are you enticed by going metaverse?
MD: Online presence is key to building brand awareness and generating long term sales. It provides accessibility and visibility whilst inflight sales and duty free retail stores provide the touch point to convert those sales. There is never a better time to be accessible than when you are in mid-air or at an airport and the metaverse is the way forward.
PM: Finally, Margaret, if there were three things you wanted to say to the travel retail community, what would they be?
MD: I believe that customers are smart and that they have made a big shift across to bespoke, speciality brands with products which have pedigree and a reputation of excellence. Wellness and health combined have become key to beauty sales. It’s clear that there is a huge gap in the travel retail market to launch foot care and leg products which really work – and there has never been a better time to embrace this trend. At the same time it offers a new revenue opportunity without cannibalising current sales.