Flemingo Duty Free repositions brand as ‘The Duty Free People’

Enters new chapter to expand coverage in the region:

M F Jabir

Flemingo Duty Free which entered the Sri Lankan market a year ago with a initial investment of US $ five million has achieved overwhelming success during its short span of operations in Sri Lanka and has captured a 50 % stake of the duty free market in Sri Lanka said P K Thimmayya, Director Operations Flemingo International.

With a vision of reaching US $ 2 billion by 2012, Flemingo Duty Free unveiled its new logo and strap-line, as the preferred travel retail and duty free brand. With its positioning as ‘The Duty Free People’, Flemingo hopes to deliver the higher value for partners, customers and key stakeholders. He said the company has achieved a year-on year 80 % growth in their global operations. The company is currently US $ 350 million entity and is looking at emerging markets to further expand he said. He said they would commence operations in the Mattata airport at the earliest possible opportunity.

Thimmayya said, “Flemingo Duty Free also teamed up with VISA for a mega promotion at the recently concluded ICC World Twenty20 2012. With Sri Lanka being a cricket loving nation, it was an ideal opportunity to create some hype and excitement at the stores and give travellers an added incentive to shop.”

He added ,any traveller who spent $150 was eligible to take part in the promotion. Prizes included official merchandise of T20 (T shirts & caps), tickets to the matches and a car as the mega prize. The promotion ran for a duration of two months. Upon its conclusion, AASL Chairman, Prasanna J Wickramasuriya, picked the winner for the mega prize. Janaka Girdharimal walked away with a brand new Suzuki Ritz VXI.

Sri Lanka has become ‘the tourist destination’ for everyone, said G S KumarKumar, Flemingo VP Business Development-India & Indian Sub continent. He said Sri Lanka is very economical and there is an influx of Indian tourists into Sri Lanka. After a certain period of time you need to rejuvenate your brand.

But because Flemingo has become so synonymous with Duty Free we have decided to reposition the image of the brand without changing its name. He said the company is driven by passion and do not hesitate to enter markets that others may think twice.” Our vision is to achieve a US $ 2 billion sales network,” he added.

The company logo and branding embodies the culture of the company and its values backed by a highly motivated team of professionals. Today, Flemingo has grown from a single-country duty free operator to a global travel retail operator, spanning across 3 continents with 118 outlets in 26 countries and a focus on emerging markets. Keeping in line with its growth aspirations, the Flemingo brand has been repositioned, to serve the current needs of the market while evolving its brand identity.

With Sri Lanka embracing new development projects, new infrastructure and other elements that contribute to the growth of tourism, the tourism figures are expected to reach 2.5 million by the year 2016.

The recently opened Flemingo Duty Free Store at the Bandaranaike International Airport is a testament to the group’s commitment to assist and partner the country’s growth.

Paul Topping, Independent Director of Flemingo International said, “As we cross the 15-year milestone, we have changed our brand elements and repositioned Flemingo as a global travel retail and duty free operator, keeping in mind the company’s vision and its direction for the future.”

Flemingo has also embarked on another venture, to in crease its strong growth presence in the region. ‘Spirited’, Flemingo International’s Duty-Paid distribution venture is armed with a portfolio of some of the best brands in the world.

Topping added “We are also committed to drive product knowledge and service driven programmes by bringing principals from various wine-producing countries in the coming months though our ‘Spirited’ venture”. The spirited venture will be driven by a team of experts from the industry with local knowledge and experience and new expertise from similar emerging markets.

Flemingo Duty Free is poised to take on a leadership position in a very short time with aggressive marketing activities and brand development plans in an exciting Sri Lankan Market.