For Strange Nature, travel retail growth comes from showing up, working hard for listings and investing in the channel. General Manager and Co-Owner Rhys Julian explains: “We see the strongest opportunities in global markets where our domestic brand awareness is already well established. Travel retail can then act as a natural extension of that success, allowing us to leverage existing consumer recognition and drive incremental growth.”

Julian believes that education is the foundation of meaningful engagement in travel retail. Strange Nature has conducted 19 ‘Strangeology’ classes to date – both physical and virtual – with every retail team where it has a listing, including refresher sessions. He says, “These sessions go beyond product knowledge; they immerse staff in our brand’s story, values and unique production process, empowering them to confidently communicate what sets Strange Nature apart.”