Unique new niche brand agency is keen to develop travel retail partnerships

Two of the travel retail industry's experts in the luxury sector have set up a pioneering agency to bring new niche fragrance, cosmetics and skincare brands into the business. Be Keen is the brain-child of Antoine Khouzami and Abla Bencheikh, who together offer uniquely complementary skill sets along with an unparalleled knowledge and understanding of the luxury business, particularly Perfumes & Cosmetics. Abla successfully managed key Travel Retail accounts across Europe and Africa at LVMH and L’Oréal, while Antoine's experience includes LVMH and Godiva, with responsibility for both local and Travel Retail markets.

Be Keen aims to be 'the' strategic partner for niche luxury brands, helping companies to launch and build business in travel retail through long-term, qualitative partnerships. 'The travel retail industry, while complex, challenging and highly competitive, has become the main growth driver and worldwide window for many leading Luxury brands,' says Be Keen president Antoine Khouzami.

‘As travellers become more sophisticated and airports more demanding in their requirements for differentiation, retailers are increasingly looking for something different and the introduction of a niche luxury brand offer is an important element in this. However, it can be very challenging for newcomers to enter the market without any understanding of how it works – this is where Be Keen comes in.'

Khouzami and Bencheikh’s experience and knowledge is crucial for niche brands, particularly fragrances, explains Khouzami. ‘We understand totally the specifics of the niche fragrance category – where the rules are different to other luxury categories. Through our contacts we are able to work directly with the brand owners, perfumers, “artists” and understand the constraints and concern for their creations. We speak their language – understand their need to project the magic of the brand; the “dream” they are trying to convey to consumers.

‘Hand in hand with our partners we create a program for travel retail that will work for all parties – the brands, the retailers, the customers. This rarely happens directly between retailers and niche brands.’

The company is already working with a number of partner brands including Penhaligon's, L'Artisan Perfumeur, Xerjoff, Parfums d'Orsay and Teo Cabanel and expects to announce confirmed programs with leading travel retailers shortly.

'At Be Keen, we recognise that each brand is unique and demands an individual, tailor-made service,' continues Khouzami. 'We understand both the complexities of travel retail and the intracacies of luxury brand development. We look at each situation with a fresh perspective and a long term vision, providing pragmatic and innovative solutions consistent with each companies brand identity and DNA.

‘Our current retail partners understand that niche brands need to be treated differently from commercially established brands, that the activation programs are different, that the whole concept demands a different approach.’ Very much a full service agency, Khouzami emphasises that once a brand is in place, Be Keen stays totally committed, following up with regular site visits and communication to ensure that all targets are achieved.

Recognising that not all airports are able to offer the required retail outlet for luxury, niche brands, Be Keen aims to work with those operators able to provide a suitable environment and who understand the constraints of this particular category.

'Be Keen's USP is that we offer both an extensive knowledge of worldwide local and travel retail markets with an exceptional network of contacts globally,' continues the business development manager Abla Bencheikh.

'We have excellent relationships with retailers and decision makers based on years of mutual trust and confidence. Added to this, we know the luxury market inside out, and have a deep understanding of its particular codes and standards. We fully understand the key drivers and success factors of the channel and are able to identify those brands which have potential in the sector whilst maintaining brand equity at all times. This also means that, while our focus is introducing brands to the retail channel, we can also offer assistance to retailers looking to establish contacts with specific companies.'

Khouzami and Bencheikh believe that Be Keen fills a gap in the luxury sector for an agency that truly understands both the needs of the retailer and the brand. 'Our role is to help brands overcome difficulties, seize opportunities and optimise their resources. Together we can build the keystones of a brand's future success by setting out a vision and implementing a strategy which will enable them to achieve their goals.'

For more information contact:

Antoine Khouzami, Be Keen Limited; E : akhouzami@be-keen.com;

www.be-keen.com
Press enquiries: Rowena Holland, Essential Communications; E: row@essentialcommunications.org; M: +44 (0) 208 405 8109/+44 (0) 7710219784

May 2013