Bélmuso Swimwear is one of a list of highly curated niche brands that Duffle hopes will pique the ...
[+] interest of sophisticated urban travelers. E-commerce shopping platform Duffle, a venture between travel retail industry giants Gebr. Heinemann and Avolta (which took a stake in September 2023), has pivoted to focus exclusively on independent, trendy brands to appeal to a younger demographic that is interested in style and artisanal products that reflect the cultural fabric of major cities.
In a radical move, familiar international brands have been dropped from the revised app, first launched in 2022 with a test that focused on a gate-delivery model at Copenhagen Airport, where Heinemann is the main concessionaire. That did not work out and a rethink followed. Research was undertaken by the startup this year focused on an urban cosmopolitan demographic to look at their pain points and needs.
The results showed what many observers might consider apparent: that 90% of travelers look for local brands and try to bring products home that in some way authenticate their trips and experiences. Since relaunch earlier this month—only via Apple’s app store for now—more than 50 brands have been listed, so far from the app’s home town Berlin, and Lisbon, though ad hoc products from other cities are also online. Under new CEO, Richy Ugwu—an entrepreneur and co-lead in the business-angel syndicate of collective 2hearts which supports migrant tech founders —Duffle aims to b.
