Be Relax worldwide network at the No 1 spot
French wellness company Be Relax has seen tremendous growth since its debut in 2004. It operates stores in more than 11 airports with 51 spas in Europe, Middle East, Asia and Americas.
While the main activity is retail, for the past two years Be Relax has offered wholesale and now has more than 200 partners in airports or city centers.Jean-Pierre Bombet, Head of Distribution, comments on the company’s mission to be the market leader. “We entered the travel retail business when others were already established so our challenge is to take business away from competitors. We need to convince the retailers that we are better and will bring in sales.” Bombet adds that Be Relax offers superior products with features designed to benefit the consumer’s wellness.
An example of this is the newly launched neck pillow named ‘Sleep Therapy’. It comes with heating patches and is made with Tencelsoft fabric that is both antiperspirant and antibacterial. Designed withinput from shiatsu therapists, the pillow also has a nodule on the back that can be placed at the back of the neck andapplies pressure to aid sleep and relaxation. The pillow is made of memory foam with removable washable covers and can accommodate any headphones, even the biggest ones. It comes in two colors and retails at Euro55.
Even with basic products such as eyes masks, Be Relax adds benefits for the consumer such as adaptable fittings for all shapes of face and nose, plus cooling pads to relax the eyes. Products in the pipeline include new massagers and a range of colors for the neck pillow.
Bombet adds that Be Relax invests in staff training. “We have a talented team which travels to our distributors and trains them so that they can explain the advantages of our products to final customers and how they meet their needs. Demand is continually growing for our brand.”
In the retail field, Be Relax is starting to implement a new concept to enhance the customers’ experience. Marketing Director Virginie Desquatrevaux explains: “Our goal is to provide the best service to every traveler, all over the world. Our 100% committed staff and our worldwide network makes us the market leader. Since its creation 14 years ago, Be Relax keeps offering new products and services, with different store formats, to always provide the best experience to all travelers, according to their needs. In Dubai airport for example, customers can enjoy a juice bar in addition to their chair massages, manicures or pedicures, but also several treatment rooms, hair station and now showers services.”
This encourages customers to spend more time at the spa which gives them greater exposure to the product ranges.