October 1 2012  |  Gifts & Children's Products

Troika demonstrates the gift of success

By Hibah Noor

 

Carolina Marini, Senior Sales Manager, Travel Retail Worldwide, Troika

“2012 has been a great year for us,” says Carolina Marini, Troika’s Senior Sales Manager, Travel Retail Worldwide. The German men’s giftware brand has strengthened sales with existing clients while continuing to open new accounts in travel retail. By the end of August the company had already invoiced for the same amount that it had for all of 2011, so it’s no wonder Marini is happy about how 2012 is going. “We expect to have a growth of 30% or more by the end of the year,” she says.

Troika’s four core categories include key rings, card cases, desk accessories and writing instrumentsThe Americas has been a great market this year, Marini says, and the Asia-Pacific region has also been doing well, with even bigger results anticipated for 2013. Europe is harder to assess due to economic issues. “We see more conservative growth there in terms of opening new doors, as many operators are understandably more on the cautious side at the moment,” Marini says. “Nevertheless the shops where we’re already selling have continued to improve results, and we expect to be rolled out to more POS soon with the operators we’re currently working with.”

Globally,  key rings are Troika’s bestsellers

For Troika, key rings are by far the bestsellers globally. But, depending on region and operator, Marini says the leather goods collection is also a great performer. Highlights for the TFWA WE trade fair in Cannes this year will come from across Troika’s four core categories: key rings, card cases, desk accessories and writing instruments. Marini and her team will also showcase new displays that have been designed specifically to retailer needs and customer shopping behavior in Troika’s key categories.

“We’ve focused a lot on self-service displays,” Marini says. “In terms of products, we’ve focused on the tablet/touch screen trend and developed accessories in Troika’s style to complement the technology trend in a fun, innovative way.”

Marini says she’s finding retailers are interested in developing the gifting category these days. “There’s still room for work, but more retailers see that the gifts and accessories category can be a differentiating factor between stores,” she explains. “Basically, most operators around the world will have most of the same big brand names in their core categories—perfumes, confectionery, beverages, tobacco, etc.—however it’s gift items and accessories that have the chance to make each shop different from the competitor's.”

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