Bric’s is continuing its retail growth strategy, and last
year saw good results, boosted by greater visibility for the Italian travel
goods brand. Product innovations are also helping in its expansion. “The
Bellagio collection is really changing the face of our brand,” says Bric’s travel retail manager Michele Maccapani, referring to the framed range,
introduced last year. “We’re getting bigger number of requests for luggage with
this look.” Luggage sales are increasing a lot, with the US as the top
market. Turnover is also strong in the UK, Germany, France, and the Asian
market in general. “In China, we have a great opportunity to do something,” he
says.
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| The new Bric's store in Macau |
New camouflage backpack
Meanwhile, Bric’s is noting major changes in business product
trends. Smaller briefcases, for example, are now more popular, along with
backpacks. The brand’s signature Life range features two backpack sizes and
boasts a new camouflage colour, in line with fashion trends. Maccapani puts the
backpack’s success down to the fact that it can carry a laptop while enabling
the wearer to be hands-free. “It’s a very urban, green product that you can
take on a bike.” The Life backpack retails at around €250.
Maccapani is clear about why Bric’s is successful. “Bric’s
is complementary to other brands. We have a new store in Milan Malpensa airport, for example, which we share side by side with Tumi, and it’s located
near the gates for Chinese and US flights. We can replicate that in other
airports. We are finding that the turnover is split half and half for Bric’s
and Tumi.”
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| Bric's has launched a camouflage print backpack |
Asia expansion continues
This year, the company has forged important new
relationships with Nuance and Dufry, so the brand has seen steady retail growth
in airport locations such as Zurich (landside), Geneva, Basel, Sochi, St
Petersburg and Hamburg. Bric’s recently featured in Dufry Fashion Week, held at
airports across the US, Asia and Europe.
Asia is “always” a focus for the brand, says Maccapani. Bric’s
opened a store in Macau in August 2015 at The Venetian Hotel, where the company
sold 70 pieces in one week. In mainland China, the company has begun trading in
many locations, such as Shenzhen (at the Wongtee Plaza) and Wuhan, and in
Taiwan, Taipei, Taichung and Tainan (at T.S. Dream Mall). The Philippines is
another growth area, after the company signed up a new distributor for the duty
free market. Bric’s is scheduled to open in Manila airport Terminal 3 and in
Cebu in December 2015.
In Malaysia, the company has a presence with Eraman. Bric’s
is not yet trading at Bangkok Suvarnabhumi Airport but is opening in department
stores this December.
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| The high-shine Bellagio Metallo in Dark Brown |
New product innovations
Bellagio Metallo is the name of the new luggage collection,
which was displayed at the TFWA World Exhibition in October 2015. Classic,
retro-style silhouettes are redesigned using new ultra-light, durable
materials. Billed as “discreet luxury”, this polycarbonate collection is enhanced
with Tuscan leather trim and thoughtful details. The new-concept ultra-light
trolley with aluminium frame is the most advanced in terms of looks and
performance. The frame, locks and details are designed to satisfy the most
demanding traveller. The trolley features 360-degree Japanese-made spinning
wheels. Bellagio Metallo is offered in two high-shine colours that give a
stronger look thanks to the aluminium frame: Silver and Dark Brown.
The company’s popular XTravel and XBag are renewed
seasonally with colours that bring new life to the two travel collections. The
colour palette for Spring/Summer 2016 includes warm caramel, cool grey and
pastel colours such as cornflower and lilac. Carry-on colours are navy, black
and olive green and red. The trim is tan leather.
Bric’s is also introducing a special collection to celebrate
the arrival of spring and summer, featuring an explosion of flowers in a burst
of bright colours. This XTravel XBag Special Collection is made of very light,
Italian-made nylon.
