Anyone who set up a specialist travel retail business in June 2020, amid a global pandemic and with the channel in meltdown, has to be ultra-determined, brave or foolhardy. Irishman Vincent McDermott was certainly not foolhardy but he required plenty of courage and determination to go it alone after a series of likely job prospects disappeared as the crisis took grip.

That business, TR Partners, could have, perhaps should have, spelled business disaster for the fledgling entrepreneur. Yet in the intervening period TR Partners has built up a promising agency, distribution and consultancy enterprise anchored by a portfolio of brands which McDermott believes are well-tuned to the needs of today’s travelling consumers.

The TR Partners brand line-up includes This Works, Fekkai, Formulae Prescott (formerly Frances Prescott) and Dock & Bay. Other partners include 2020 QDF Factor joint grand prize winner Long Haul Spa and Virtual Travel Expo 2021 Sustainability Partner Ocean Bottle.

Prior to establishing TR Partners, McDermott worked for a decade and a half with Victoria’s Secret, MAC Cosmetics, Puig and Aer Rianta International (ARI) across several regions including Europe, the Middle East and Asia Pacific.

He shares his thoughts on the future of travel retail with The Moodie Davitt Report Associate Editor Colleen Morgan amid final preparations for the TFWA World Exhibition & Conference in October.

Vincent, you formed TR Partners in the early stages of what would turn out to be the most difficult period in travel retail history. What prompted the decision?

Great question, one which I used to be asked in a very different way! In late 2019 I moved back to Ireland from Hong Kong to be closer to family and had only started looking for a new role when the global pandemic struck.

The quiet time helped me develop an idea incorporating the network, skills and experience I had built over 15 years in the industry. I partnered with the Local Enterprise Office in Ireland who were unbelievably supportive and helped me develop a mission, vision, business plan and value proposition. TR Partners was born in June of 2020.

Learnt from experience, the most challenging of times can push you out of your comfort zone and lead you to developing the most rewarding opportunities.

What was your mission then? And now?

Our mission is to nurture the development and growth of brands in global travel retail. This is based on experience built over 15 years developing brands in every region and channel. Our vision is to become a preferred partner for brands, retailers and distributors alike, developing trust, transparency and knowhow.

“The customer in travel retail is our key focus,” says McDermott. “We have to represent and develop brands that resonate with the most important stakeholder in our industry.”

TR Partners is committed to the development and growth of our clients’ brands, by fostering strong partnerships and achieving great results.

We do not want to be the biggest, but we do want to become one of the best and most trusted service providers to brands that are looking to partner up and develop in global markets.

TR Partners advise clients on how to prepare, build and review go-to-market strategies

Our company culture and values are very important to me. Acting as our clients’ representatives, it is essential that we build trust and transparency, while at the same time developing growth and results.

Tell us about your portfolio and the types of brands you are seeking.

I have always enjoyed working with good people and brands that give back to the communities we live in and look after the environment. That, along with offering products that have a compelling value proposition for travelling customers.

We have an established brand base including Fekkai, This Works, Formulae Prescott, Long Haul Spa and Dock & Bay, which fit the above values and we are now in great shape. We have partnered our brands with retailers and distributors in every channel and region globally,

You  aim to represent brands that do not conflict with one another. What makes your brand partners stand out, and how do you ensure they resonate in travel retail?

The customer in travel retail is our key focus. We have to represent and develop brands that resonate with the most important stakeholder in our industry. It is important to look at adding value through their eyes; this is when we all succeed.

Our brand partners offer customers differentiation through performance, wellness, natural ingredients, sustainability, giving back and more.

You have placed a clear focus on wellness and the environment within your portfolio. You must feel very confident about prospects for the sector.

Absolutely. Coming out of the global pandemic, we have all realised that we need to take care of both our physical and mental wellbeing. A new customer has emerged who is looking for wellness solutions as they travel.

The environment is also another key focus for our partners. Fekkai, for example, is the first haircare brand to walk away from using virgin plastic and make a commitment to using recycled materials.

In August 2022, the brand brought to market their Green Aerosol Collection, powered by Solstice, the world’s first earth friendly, non-ozone depleting aerosol propellant.

Another example is Dock & Bay who produce their range by using 100% recycled materials. They are passionate about doing their bit and donate 5% of their profits to Smiley and the Rainforest Alliance or the World Wildlife Federation.

TR Partners has been fortunate to have the right brand portfolio in place at the right time.

What regional markets are you most focusing on? 

Gladly, we don’t have a specific region or channel. Our retail and distribution partners include ARI, DFA, Essence, Hanse, 3SixtyDutyFree, Dufry, DFS, Lagardère, Heinemann, Emirates, Harding Retail and more. We are partnering with retailers and distributors in APAC, EMEA and the Americas.

What dynamics do you foresee influencing the future of travel retail that will affect your business?

Relevance is key moving forward in our channel, having the right products in the right place and at the right time. Identifying global trends and listening to customers will help us all continue to thrive.

I am proud to be part of this dynamic industry to date. Good times and bad, it’s a special place to be.

Haircare specialist Fekkai – dubbed as the “Tesla of sustainable luxury haircare” by Fekkai Founder Frédéric Fekkai – made its travel retail debut at last year’s Virtual Travel Retail Expo.

The brand aims to offer clean and sustainable products that deliver salon performance to the global traveller. A recent interview with Frédéric Fekkai, who is intent on “making sustainability sexy”, can be read here.

“Being green became important to me over a decade ago, and since then I’ve made a commitment to live a more sustainable life both personally and professionally,” said Fekkai. “A natural next step was to take my passion for the environment and make an impact on the beauty industry.”

Fekkai’s hero products include Brilliant Gloss Collection, Clean Stylers Straight Balm and Green Aerosols.

This Works (Yellow Village G45 ) targets the beauty and wellness categories with a range of products claimed to be scientifically proven to enhance sleep and wellness.

According to the brand, the pandemic has led to a renewed focus on sleep, stress and mental wellbeing. “Consumers are redefining what wellbeing encompasses, expecting brands to position themselves within the widening realm of physical/mental health, relaxation and financial wellbeing,” the company says.

This Works’ best-selling The Deep Sleep Pillow Spray features 99% natural ingredients, including camomile, lavender and vetiver. Other travel-related products are Deep Sleep Breathe In and Stress Check roll-ons, a Bedtime Bliss duo, which embraces Deep Sleep Body Cocoon and Deep Sleep Playtime Kit, which includes an eye mask. A 35m Baby Sleep Spray, which features lavender and camomile, is available.

Click on the image for further details of This Works’ vision and values

This Works products are free from phthalates, parabens, sulphates and GMOs. The brand strives to be 98% natural, its cartons are 100% recyclable and refills are in progress.

McDermott underlines This Works’ claim that sleep is “more than ever a global issue”.

“With most of us getting less sleep than we should, it is no surprise that increased recognition in the field of medicine has created an adjacent market for solving the problem of sleep.

“Collectively, the sleep industry is estimated to be worth between US$80-100 billion globally. During lockdown UK consumers spent an additional £161 million on selfcare, a sector that was already growing. Sleep-oriented bath products, for example, are growing at +39.3%,” he adds.

Driven by the need to simplify her skincare regime and lighten her luggage, Formulae Prescott Founder Pauline Prescott developed a multi-tasking skincare line, which includes Tri-Balm to cleanse, exfoliate and moisturise the skin in one step.

“I spent years travelling around the world for work, constantly weighed down by a bag full of face and body products,” Prescott says. “Each time I emptied my suitcase, I dreamt of an alternative solution that would offer what I wanted in terms of product performance but minimised the amount of packaging, no spills or waste – it was that simple.

“I began designing a collection with clear needs in mind; to create high-performance, multi-tasking products using the very best quality ingredients while striving to find the most sustainable solution available across every touch point.”

The Formulae Prescott hero product Tri-Balm 3-in-1 Cleanse, Exfoliate, Moisturise stick is available in three sizes – 20g (RRP €37); 70g (€68) and 140g (€114).

Lifestyle brand Dock & Bay claims to have ‘reinvented’ the towel to offer a colourful range which is quick drying, super, odourless, and sand-free. Its towels are big enough to cover a sun lounger but compact enough to fit in a weekend bag.

Other Dock & Bay products include swimming shorts – made from 100% recycled plastic bottles; six bottles for each pair of shorts – adult ponchos, cooling towels, hair wraps, reusable makeup removal pads and a Kids Collection.

Since 2020 March 2020, the brand has donated 5% of its net profits to charities including the World Wildlife Fund (WWF). It also contributes to Rainforest Alliance.

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The lifestyle brand represented by TR Partners is featured in ARI airport stores in Cyprus and Canada, with further expansion in the pipeline as travel opens up. Read More

The “Tesla of sustainable luxury haircare” is launching in the retailer’s US airport stores along with the Hong Kong and Macau T Gallerias. Read More

With a focus on the beauty, wellness and accessories categories, newcomers to Vincent McDermott’s agency line-up include This Works, Fekkai, Frances Prescott, The Nue Co. and Dock & Bay. Read More

Fekkai’s Experience Room shines the light on the brand’s sustainability commitments and features an interactive hair analysis tool that offers haircare recommendations, courtesy of Frédéric Fekkai. Read More