FORMIA brings JAL and Loewe together for first time



FORMIA, the international guest amenity and hospitality specialist, today announces the introduction of a luxury Loewe amenity bag for Japan Airlines’ First Class passengers.

FORMIA has been selected by JAL as the partner for the development and supply of a range of high quality items designed to enhance the airline’s First Class passenger experience.  Now, with the introduction of the world famous Loewe brand, JAL is taking its commitment to the provision of luxury, on-board comfort items a step further.  This is recognition of the brand’s strong awareness and high reputation in Japan which represents Loewe’s largest market outside of its home territory of Spain.

FORMIA will supply JAL with a unique set of Loewe branded unisex amenity kits, or miniature handbags.  Available in two styles with two colour variations each, JAL First Class passengers will be offered the opportunity to collect the full set of high quality, durable and reusable bags over multiple flights.   The bags will contain a range of Loewe cosmetic products.  They have been specifically designed to meet Japanese quality expectations and to fulfil the needs of discerning First Class passengers.

Commenting, Roland Grohmann, Managing Director of FORMIA, said: “FORMIA is delighted to have brought these two leading brands together in this way.  By extending the choice and luxury already available to their First Class passengers, JAL is taking a further step in enhancing its reputation as one of the world’s premier airlines.  We believe the match between JAL and Loewe is ideal for both companies, signifying their mutual drive for luxury and perfection.”

Mr Tomohiro Fujio, JAL Director of Product & Service Strategy, Marketing & Branding Division, said: “JAL is delighted to be working with FORMIA on the development of our in-flight passenger amenity kits.  We could not wish for a better brand than Loewe whose products we are proud to offer on board JAL flights.  We are very confident that our passengers will appreciate them for their quality and luxuriousness.  We look forward to working with FORMIA on the further mutually beneficial projects in the future.”



FORMIA offers the travel industry a full range of quality bespoke amenity kits, bags, cosmetics and comfort items as well as tailor-made in-flight service concepts. Over the past three decades, FORMIA has forged a unique product expertise in working with hotels and airlines. The company operates globally and brings a professional and distinctive approach to premium guest and in-flight service amenities. FORMIA‘s partnerships with luxury brands focuses in identifying the most profitable strategic fit, providing the Brand more visibility and impact and consequently adding value to the airlines’ proposition.

JAL (Japan Airlines), established in 1951, Japan Airlines is one of the world’s premier carriers. It joined the oneworld® alliance in 2007. The airline has major hubs at Tokyo, Osaka, Nagoya and Okinawa, and operates almost 900 daily flights to more than 70 destinations across 20 countries.

LOEWE, established in 1846, Loewe represents the very best of Spanish luxury specialising in leather goods, ready-to-wear, accessories and perfumes. In 1996, the company joined LVMH, the world’s leading luxury goods group. In the early 1970s, Loewe moved into the world of perfumes as a logical continuation of its essence.    Using only carefully selected raw materials which match the company’s creative and quality status, Loewe is today famous for its balanced range of fine fragrances. Today Loewe is a respected luxury brand player in over 30 countries with over 160 stores worldwide and 1,500 points of sale. Over 1,100 people work for the company, which has headquarters in Madrid and subsidiaries in Hong Kong, Shanghai and Tokyo.



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