Misaki flies high on Korean Air as Asia sales grow

Monaco-based pearl and silver brand’s Middle East sales also increase.

By Jessica Knowles

Misaki has strengthened its presence onboard Asian airlines with a new listing on Korean Air.

Misaki’s online duty free business for its pearl jewellery has boomed in Korea due to the brand’s partnership with Lotte Duty Free. Misaki’s double-digit growth figures secured its presence on Lotte’s domestic website in May this year.

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Misaki also recently secured a new opening in a multi-brand store environment in Moscow’s Vnukovo Airport, an addition to its existing presence in the city’s Sheremetyevo Airport.

Misaki president Philipp Wille said: “In April we launched for the first time on what was, to my mind, the last remaining major airline that we weren’t on yet – Korean Air. It is the world’s biggest duty free airline and we consider it a grand catch, we are expecting really good things. The Middle East is also proving to be a strong market for Misaki with continuously strong sales.

"The brand has experienced significant success in Beirut Rafic Hariri International Airport with the opening of a Misaki corner within the Luxury Zone in summer 2012, where sales have since boomed."

Misaki also has strong presence in duty free shopping outlets onboard cruise ships, with a presence on the MSC Cruises fleet which covers the Middle East, Europe and the Caribbean. The brand is also present on Costa Cruises ships.

Wille added that travel retail has played an important part in the success of Misaki’s distribution and offers real perspective for the future route of its sales.

“Our priority now is to continue taking excellent care of our clients. Future travel retail strategic objectives are to continue gaining more retail space and maintaining Misaki’s leadership positioning in the sector by continuing to develop attractive merchandising concepts for retailers, including our successful cash and carry units, our new furniture designed specifically for the travel retail market and specific packaging,” he said.

Misaki is also embarking on major renovations of its existing points of sale in airports in Asia, starting with the Kuala Lumpur, Beijing and Shanghai locations.




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