ROMA BOOTS
For every pair of Roma Boots purchased, a pair is donated to those in need
ROMA
BOOTS
looks to step into travel retail Roma Boots sets sights on travel retail market, focusing on Asia and Middle East
R
oma Boots is aiming to partner with travel retail distributors in a bid to spread its philanthropic message across the channel. The company’s main objective is to target Middle Eastern and North and South American duty free along with the cruise market. Samuel Bistrian, CEO and Founder of Roma Boots, was born in Romania,
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ASIA DUTY FREE & TRAVEL RETAILING MAY 2017
but after his family moved to the US, he embarked on a successful career with Neiman Marcus. He never forgot his roots and founded Roma Boots seven years ago. For each pair of boots purchased, a pair is donated to those in need. In the past seven years, boots have been donated in 26 countries with almost 40,000 people in need receiving proper footwear. Roma Boots wants to achieve a goal of giving away 1 million boots by 2020. Boot styles consist of classic to urban styles, in a variety of colors. Popular product collections are the Classic Collection, Chelsea Collection, and Sadie Robertson Collection. The brand has just launched in Canada, and has enjoyed success in the US, including at Nordstrom. Additionally, there are expansion plans for domestic markets in Asia, South America as well as the Middle East. Travel retail is a new channel for the brand, and the company is seeking strategic distribution partners who understand the message of Roma Boots and want to partner in bringing this story to market, in locations where there is a need. In travel retail, the initial plan is to launch with the children’s line. The boot will come with a stuffed Roma mascot,
and for each pair purchased, a child in need will receive a pair of rain boots, and a stuffed animal. One area within travel retail that is being targeted initially is the cruise ship market, along with North and South American airports. The millennial generation is a prime target for the brand, as this demographic feels very strongly about the concept of social responsibility. “We believe that travel retail could be a wonderful fit for this brand,” said Bistrian. “Most who have the luxury of traveling do not know the pains of poverty; it is a way to communicate the reality of world, as well as showcase the product in locations that could potentially serve as a boot drop where boots are donated. Cruise ships, in particular, often dock in Caribbean locations where extreme poverty exists.” He continued: “In the travel retail channel we could work with partners to collaborate on boot drops (or boot give backs) that are directly linked. There are not many socially conscious brands in the travel retail market and we believe the time is right to communicate this message to this market as well.” For more information, contact Beatrice Pitocco, VP Sales/Marketing & International Expansion at beatrice@romaboots.com.