Made to be prepared – Chihei Tai on how Victorinox is charting a course in Asia Pacific

Introduction: As the travel retail community prepares to converge at TFWA Asia Pacific Exhibition in Singapore (11-15 May), Victorinox returns with a powerful showcase that blends innovation, sustainability and smart design. From unveiling travel gear collections such as Mythic and Altmont Modern to spotlighting hero products such as the Spectra 3.0 and Architecture Urban2, the brand is on a mission to leverage regional travel retail opportunities by underlining the power of its multi-category portfolio.

In this Q&A, Victorinox Senior Regional Manager Travel Retail & Fragrances Chihei Tai discusses the Swiss lifestyle brand’s Asia Pacific expansion, omnichannel strategies, renewed commitment to sustainability and the Victorinox ethos that Made to be Prepared is more than a slogan – it’s a mindset.

Victorinox is promoting its upcoming presence at TFWA Asia Pacific with a makeover of The Moodie Davitt Report homepage and an elegant treatment of our mobile website.

What can visitors expect from Victorinox at TFWA APAC this year? Are there any exclusive product showcases or announcements planned?

This year, Victorinox will be showcasing two new collections for travel gear – Mythic and Altmont Modern – as well as new travel essentials items. In addition, we will highlight our hero travel gear collections, Spectra 3.0 and Architecture Urban2.

In terms of our watch offering, we plan to unveil the Swiss Army and INOX Chrono collections. There is also a surprise activity planned, reminiscent of last year’s engraving event, which brings to life the way in which we are looking to engage with shoppers.

As always, we look forward to engaging in meaningful discussions, sharing valuable insights and experiencing moments of inspiration throughout the show.

How has the Asia travel retail market evolved for Victorinox, and what progress have you made in expanding your footprint in the region?

Over the past year, we have successfully expanded and strengthened our presence in Taiwan, while also increasing brand awareness in Hainan. In 2025 we plan to continue driving growth across North Asia, with a particular focus on Korea. As an emerging brand in Asia Pacific, our key priorities are airport and downtown locations, alongside strategically enhancing our ecommerce presence with key retail partners. The region presents abundant opportunities, with new projects and developments making it an exciting market to explore.

The COVID-19 pandemic highlighted the importance of diversifying our consumer focus, allowing us to reach a wider audience. While Chinese consumers remain a key priority for Victorinox, we are strategically broadening our reach to capture emerging opportunities across the entire region.

What are Victorinox’s strategic priorities for Asia in 2025 and beyond? Are there particular markets or channels you see as key growth opportunities?

We view the stabilisation of the South Korean duty-free market as a key opportunity to establish our presence there. Furthermore, Southeast Asia – especially Thailand, Malaysia and Indonesia – presents significant growth potential. As I mentioned, Mainland China will remain an important market for us, while we are also strategically expanding our reach to seize emerging opportunities across the entire region.

In APAC, we are exploring exciting opportunities to introduce Victorinox travel gear through innovative and engaging pop-up concepts. These temporary setups will allow us to dynamically showcase the full potential of our brand, offering retailers an adaptable and flexible approach, especially in locations where finding room for new brands can be challenging.

Tell us about the Victorinox Made to be Prepared campaign. How has this evolved, and how does it continue to shape Victorinox’s positioning in travel retail?

We believe that being prepared makes life better. Our Made to be Prepared campaign has consistently reinforced this philosophy, ensuring that our products offer smart, masterful solutions for modern travellers.

For 2025, we have evolved the campaign to communicate the specific benefits of our products even more clearly by developing the Prepared to… concept. Each product category is now highlighted with a sharper focus on the unique qualities that set it apart in the market. Our travel gear, for example, is Swiss-designed and engineered to deliver premium, durable and highly functional solutions. Inspired by the versatility of the Swiss army knife, our luggage and bags feature smart solutions such as intuitive organisation, advanced storage logic and seamless access to the main compartment.

Our core belief reinforces our commitment to equipping travellers with the best tools to navigate their journeys effortlessly – with products that are built to last, designed for convenience and tailored to individual needs.

With changing consumer expectations in travel retail, how does Victorinox ensure its products align with modern travellers’ needs?

We strategically leverage our global presence in travel retail to actively listen to and understand our consumer’s needs, enabling us to enhance their travel experience. These insights help Victorinox continually deliver better products to the market. By focusing on innovation, functionality, durability and maintaining our signature Swiss quality, we are able to ensure that our products align with the requirement we have identified.

Our products offer superior durability, impact resistance and state-of-the-art protection to ensure peace of mind for travellers. To further reinforce this promise, we back our travel gear with a 1+10 year warranty, providing long-term assurance of quality and craftsmanship. Additionally, we provide personalisation options that allow travellers to add a personal touch to their luggage, making their journeys even more seamless and distinctive.

The Spectra 3.0 and Architecture Urban2 Backpack are positioned as hero products for 2025. What sets these items apart, and how do they reflect Victorinox’s commitment to innovation and functionality?

The Spectra 3.0 and Architecture Urban2 backpacks stand out as hero products for 2025, offering cutting-edge innovation and smart functionality that reflect Victorinox’s commitment to quality and performance.

The Spectra 3.0 collection is crafted from SORPLAS, a high-performance recycled polycarbonate developed by Sony Semiconductor Solutions Corporation that meets Victorinox’s strict quality standards, making the Spectra 3.0 range built to withstand the demands of modern travel.

The Architecture Urban2 backpacks are designed for professionals who demand durability, protection and smart functionality – hallmarks of Victorinox design. The collection combines timeless aesthetics with superior durability, including ballistic nylon and genuine leather. The backpacks incorporate 360° electronic device protection, with high-density foam padding ensuring that laptops and tablets remain protected from impact.

Both collections have won the prestigious Red Dot Design Award, which recognises innovative and outstanding product design. This underscores Victorinox’s continuous pursuit of excellence and its ability to seamlessly marry form and function. These items demonstrate exceptional user-centric design focused on durability, protection and smart solutions.

Travel retail is evolving rapidly, particularly with the rise of omnichannel experiences. How is Victorinox adapting its retail strategy to meet these changes?

Travel retail should not be viewed as an isolated channel in our broader business. Instead, we have integrated it into our overall strategy due to its strategic importance. This channel offers a unique ‘window to the world’, allowing us to engage with a diverse, multinational audience. By incorporating travel retail into our core strategy, we can leverage its global reach to enhance visibility, drive sales and build stronger connections with consumers from various cultural backgrounds.

We are committed to providing regional travel retail teams with comprehensive support from our Victorinox Hubs in Mexico, Hong Kong and Switzerland.

This approach ensures that our staff remain connected, well-supported and informed about regional developments. A key element of this approach is the alignment of channels and messaging. By ensuring that all teams are on the same page and working towards common goals, Victorinox can maintain a consistent brand message and strategy across regions, ultimately building a strong, cohesive brand presence globally.

Victorinox recently expanded its airport presence with openings in Amman and Madrid with Avolta. How do these locations fit into your overall global travel retail strategy?

Latin America is one of Victorinox’s most important regions across its full product portfolio. Located in a high-traffic area at Adolfo Suárez Madrid-Barajas Airport – a key connection hub for Latin America – the pop-up enhances the end-consumer experience through gamification and specially trained Victorinox Brand Ambassadors. This prime location maximises exposure while reinforcing our strategic partnership with Avolta.

Additionally, our expansion into Amman is a key step in growing our footprint in the Middle East, aligning with our broader strategy to strengthen visibility in key markets.

Sustainability is an increasingly important factor for travellers. How does Victorinox integrate sustainable practices into its product development and retail strategy?

As a family-run company in its fourth generation, Victorinox is committed to sustainable management, prioritising long-term success over short-term profits. Sustainability is deeply embedded in our operations, ensuring efficiency, innovation and durability.

We extend product lifecycles with a 1+10 year travel gear warranty and high-quality repair services. Our commitment to responsible materials is reflected in the use of recycled components like SORPLAS in our travel gear, and we continuously reduce packaging waste, for example our latest watch packaging is slimmer and made from over 85% recycled paper.

For Victorinox, sustainability isn’t a trend – it is the key to lasting success.

 What are your biggest priorities for the year ahead? 

Our key priorities for the coming year focus on expanding our presence in the APAC and European travel retail markets, while strengthening Victorinox’s position in the global travel retail industry.

In APAC and Europe, we see significant opportunities for growth and are actively working to expand distribution, enhance brand visibility and strengthen partnerships within these regions. We are committed to bringing our products to more travellers, reinforcing Victorinox as a trusted choice for both business and leisure journeys.

At the same time, we are focused on raising brand awareness within travel retail. As travel rebounds, we aim to engage with passengers at key touchpoints, ensuring Victorinox is top of mind when they seek reliable, innovative and sustainable travel gear.

Through strategic marketing initiatives, product innovations and an enhanced retail presence, we are positioning Victorinox for long-term success in the travel retail channel.

Finally, we have new team members joining this year for Europe and Latin America to help strengthen our presence and grow the business. We are looking forward to welcoming them.

Through these priorities, we remain dedicated to sustainable growth, customer-centric innovation, and a strong global presence in the year ahead.