Flemingo Duty Free prepares for growth

• Expand operations with new logo, branding and new ‘Spirited’ venture 
  
   

By Cheranka Mendis

Flemingo Duty Free on Wednesday announced its intention of becoming one of the key players in the duty free industry by 2020 as a US$ 2 billion company while expanding its operations in other emerging economies.

Launching a new logo and strap line, ‘The duty free people’ after 15 years of operation, Flemingo aims to become the  preferred travel retail and duty free brand, delivering high value for partners, customers and key stakeholders.

Flemingo Director-Global Paul Topping

Flemingo Duty Free Independent Director Paul Topping noted that the new logo branding embodies the culture of the company and its values and is the first step for exciting new plans that is to be unveiled in the near future. Recording a growth of average 80% per annum for the past six years in its global operations, the move to come in to Sri Lanka a year ago was due to the increasing expectation of tourism growth, he said.

With the country being among the key target markets for development and growth for Flemingo which focuses on emerging economies, the company launched its spirit business in Sri Lanka on Wednesday with the launch of ‘Spirited.’

Aiming hotels and guesthouses, sports clubs and restaurants, leading supermarkets, retail wine shops, corporates, diplomatic missions, ship chandlers, events and weddings as customers, Spirited is armed with a portfolio of some of the best wine and spirit brands in the world.

“We are also committed to drive product knowledge and service driven programs by bringing principles from various wine producing countries in the coming months though our spirited venture,” Topping said.

 “We want to become the destination for duty free shopping,” he added. “As we cross the 15-year milestone, we have changed our brand element and re-positioned 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 grown from a single country duty free operator to a global travel retail operator, spanning across three 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. 

Director Operations P.K.Thimmayy and Retail Business Manager Alec Denby  handing over the key for the mega prize to winner Janaka Girdharimal

Flemingo Director Operations P.K. 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 ideal opportunity to create some hype and excitement at the stores and give travellers an added incentive to shop.”

Any traveller who spent $ 150 was eligible to take part in the promotion.

Prizes included official merchandise of T20, tickets to the matches and car as the mega prize. The promotion ran for duration of two months.  

Upon its conclusion, a brand new Suzuki Ritz VXi was handed over to the lucky winner – Janaka Girdharimal at Wednesday’s event.

During the months of November, December and January Rs. 100,000 will be given out every week for picked winners who shop at the duty free at the Bandaranaike International Airport. Daily prizes of Rs. 10,000 will also be given out, while monthly Rs.1 million will be handed over as cash prizes.

The total value of prizes for the three month period totals to Rs. 5.1 million.

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.

Pic by Krishan Ranasinghe