FRAAS – The Scarf Company expands team as travel retail business grows

FRAAS – The Scarf Company comes to TFWA World Exhibition (Red Village, K29) with a strengthened Travel Retail team and an increasingly impressive distribution list, which includes a new listing with Etihad Airways.

The brand has been making great progress in the Travel Retail channel since its first appearance in Cannes and Singapore last year with multiple listings in Europe (Munich, Vienna, Brussels), an increasingly strong presence in China (20 airport stores), a partnership deal with cruise line Tallink & Silja, and a developing inflight strategy including listings with Lufthansa, Swiss and Aeroflot.

“Our offer really is perfect for all travel retail channels – ground-stores, inflight, cruise and ferry,” comments Andreas Schmidt, Owner and Managing Director, FRAAS. “We primarily focus on  high-end cashmere scarves for men and women, but we are adaptable and able to provide pieces in a lower price range if passenger profile demands it.”

Earlier this year also saw the introduction of Christian Rührschneck to the FRAAS Travel Retail team. With a remit to further develop and increase FRAAS’s Travel Retail business, Christian brings a wealth of international sales experience to the brand.

“Having just secured our first listing with Etihad for our winter/fall collection, steadily increasing business globally, and with a bigger and better Travel Retail team, this year’s TFWA World Exhibition is going to be more important than ever for FRAAS,” continues Schmidt.

“Our aim for the next two years is to double the sales of our previous year. With the opportunities we see in the market and the introduction of Christian this is definitely achievable for FRAAS. Over the next 3-5 years our aim is to become THE global scarf brand in Travel Retail. We are confident that this is achievable, especially with the recent results we have been seeing – Cannes is the perfect platform from which to launch the next stage of our expansion process. Alongside our latest collections, we’ll also be announcing an exciting new concept for customers at the show – so watch this space.”