FORMIA: Breaking in
FORMIA, a Hong Kong based supplier of quality amenity kits to the commercial aviation sector, already enjoys a great slice of marketshare thanks to top-rated airline customers like Turkish Airlines, Thai Airways, Korean Air, Austrian Airlines and many more.
Now, FORMIA is looking to the business aviation sector as its next frontier. "In the past years we have been approached by a number of companies owning a fleet of private jets or managing their operations," said Roland Grohmann, FORMIA's Managing Director.
"Most contact FORMIA after coming into across our amenity kits on commercial airlines in the First Class cabins, which are often the private jet's direct benchmark."
The exclusive distributor of luxury brand Chopard and other brands to the commercial sector has, in fact, already executed orders for special VIP and Presidential flights. Many brands represented by FORMIA are keen to position themselves in this VIP aviation segment.
Recently, FORMIA's team attended EBACE in Geneva, Europe's premier meeting place for the business aviation community, where they spent several days collecting market insights and following up on initial segment contacts, in order to fine tune their offer and strategy to penetrate this market.
"The main challenge of this market is the limited volume per project and the fact that some brands may be opposed to these small volume endeavors," said Grohmann, who is not dissuaded by a few small hurdles. "If it can be done with meals, why should it not be possible for amenities? Passenger choice is of key importance here."