Company achieves airport retail listings for the first time in Europe, Asia and South America
Travel and technology product manufacturer and distributor Nuwave Channel Partners has achieved a long-held ambition by breaking into airport retail for the first time through its in-house Bitmore brand with a range of tech products, made using recycled plastic.
The company has achieved listings with World Duty Free in the UK, Cell Shop Duty Free in Brazil and India’s Mumbai Duty Free. The new Bitmore range offers over 25 products including powerbanks, QI chargers, headphones, speakers, cables and wellness and travel accessories, with many of the products available in a range of colours.
The Bitmore products are certified by RCS, which means their production is audited and tested to verify products are made from recycled plastics. Nuwave’s aim is to reduce its use of new plastics by a minimum of 80% by the end of 2022.
The made using recycled plastic Bitmore range had initially gained traction with Nuwave Channel Partners’ core airline retail market. It is already listed with some of the biggest commercial airlines in Europe, Asia Pacific and the Middle East.
The first airport store to stock the Bitmore range was World Duty Free in London Heathrow Terminal 5. The store is stocking about 90% of the full range, with bespoke point of sale materials created by Nuwave to give it stand out shelf appeal. The range will be available in other World Duty Free stores in the UK in the near future.
Also stocking the vast majority of SKUs from the Bitmore range is Cell Shop Duty Free, which is selling the products across its network of stores in Brazilian airports.
Meanwhile, in India, the made using recycled plastic Bitmore range is available through Mumbai Duty Free (MDF) stores in Bengaluru Kempegowda International Airport and Mumbai’s Chhatrapati Shivaji Maharaj International Airport. At the latter airport, the range is available in all MDF stores in arrivals and departures, and also in its Digi Store chain of shops.
A key part of the Bitmore range’s appeal in the travel retail market is that it is very competitively priced against big name tech brands, offering the value proposition that travel retailers are increasingly looking to share with travelling consumers.
An example of this from the new range is Bitmore’s latest touch control TWS earbuds, which offer high fidelity true wireless stereo sound. They come with a charging case with a digital screen that lets the user know exactly how much power is left inside each earpiece, as well as the case itself. A fully charged case offer up to three full charges for the earbuds. The recycled plastic earbuds are retailed at an exclusive travel retail SRP price of €30.
Reflecting on the appeal of the Bitmore range and looking ahead to its potential for growth in travel retail market, Parmar said: “We work exclusively within travel retail and offer highly-competitive prices to retailers. We understand this channel well, we understand the consumer, which is increasingly looking for products with sustainability credentials and we make sure our product offering is relevant to travellers.
“Travel retail itself is a very dynamic, ever-evolving, and amazingly resilient channel, as we have seen across the past two years. I’ve worked with high street retail as well, but travel retail for me personally is just on a different level in every respect.”
Of his company’s achievement of its first ground store listings, Parmar added: “These past two years have been extremely difficult, so expanding our customer base into airport ground stores is a very satisfying development for the business. Breaking into South America and India is huge step for the global profile of the Bitmore brand.
“We’re very proud of the environmental credentials of these products, which we know has resonated with these new customers. We already have 25 SKUs in this eco-friendly travel tech range, and we continue to work on new product development to add to that.”
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