October 5 2021  |  Amenities & Comfort

Hong Kong on the Hudson

By Jane Hobson

This is a special feature from PAX International's October 2021 digital edition, on page 20.

The reusable amenity kit by FORMIA for JetBlue Core (Economy) experience

In September, Roland Grohmann, CEO & Managing Partner at FORMIA, told PAX International the partnership is a result of its strategic focus on the North American market and its recently opened Manhattan-based office.

“New York City is a vibrant district known for its prominent arts and culture scene, providing an energizing and inspiring backdrop for innovation and creativity,” Grohmann says. “The FORMIA Americas team is experiencing a surge of activity in the market, and following the recent JetBlue Core kits launch, we are excited to be in the process of developing further concepts and collaborations with new airline customers to be introduced over the coming months.”

Hong Kong-based FORMIA began its venture into the North American market in 2017 and established the New York City office last year, with a dedicated team to further accelerate growth and support airline customers and brand partners in the region. Along with JetBlue, its other airline customers include American Airlines, Canada’s WestJet, Aeromexico and Ohio-based private jet company NetJets.

In May, FORMIA announced it would supply American with amenity kits for premium cabin transcontinental and international long-haul passengers in partnership with Detroit luxury design brand Shinola and Brooklyn-based perfumers D.S. & Durga.

For WestJet, FORMIA curated an onboard experience alongside the airline’s Dreamliner launch in 2019 for flights from Calgary to London, Paris and Dublin. It included a boarding and disembarkation playlist and vegan amenity kits from Montreal-based Matt & Nat featuring products from Canadian brands including Province Apothecary based in Toronto.

FORMIA supplied American Airlines with premium cabin amenity kits in partnership with Detroit luxury design brand Shinola and Brooklyn-based perfumers D.S. & Durga

The New York office is the regional hub for many of the company’s brand partners, giving FORMIA the opportunity to communicate in real-time. It also brings FORMIA closer to its US-based sustainability partners, a major importance to FORMIA as part of its sustainability strategy launched in 2020.

The New York City team includes representatives covering client sales, customer service, business development, marketing, brands and design for North America, in addition to FORMIA’s representation in Mexico to cover Latin America. It brings the opportunity to host, meet and inspire customers and brand partners in person – a rarity in a world now dominated by virtual meetings, Grohmann says.

“Our aim is to curate exclusive branded products and experiences with added value to better serve our Americas customers and the differing needs of their passengers. Looking to the future, we are developing ways to continuously evolve in this fast growing and important region for FORMIA.”

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