Italian eyewear firm Luxottica Group has entered its second partnership with China Duty Free Group and Sunrise Duty Free to offer the latest Miu Miu sunglasses collection. The travel retail exclusive has opened in selected airports and other Chinese travel retail stores, trading a reinterpreted version of Miu Miu’s Noir collection. Pop-up sites and personalised backwalls have been prominently installed in the selected locations amplified by customised brand furniture and trained staff.
“It is a privilege to partner with China Duty Free Group and Sunrise Duty Free on a second China travel retail exclusive color from Miu Miu,” said Luxottica’s travel retail director Enrico Destro. “Both retailers bring our brands to the heart of the Chinese travelling consumer, presenting the opportunity to collaborate on projects to truly capture Chinese spending power and sophisticated appetite for luxury brands, as well as respond to these consumers increasing demand for unique and exclusive products.”
“At CDFG, our sunglasses category is growing in sophistication very quickly,” added China Duty Free Group’s fashion department director Lee Meili. “We see a large growth opportunity for the category and we will continue on our path to bring newness and exclusivity to our offer … This exclusive Miu Miu color was specially selected with Chinese travellers in mind, and has been presented in a very compelling launch package.”