Global DF/TR distributor B&S is sharpening its commercial focus on the Americas ahead of the Summit of the Americas, reinforcing its regional commitment through an ambitious multi-category growth strategy, strengthened brand partnerships and the continued rollout of its proprietary digital platform, (www.kingofreach.com).
With a broad and growing presence across key travel retail markets in the Americas, B&S reports that it is well-positioned to capitalize on the region’s significant travel retail growth potential. Underpinning this momentum is a robust regional infrastructure expansion: a dedicated commercial office in Montevideo, a strategic warehouse hub in Miami and a team of experienced local market specialists driving in-market execution, customer engagement and distribution excellence.
Central to B&S’s growth vision is King of Reach by B&S — its proprietary e-commerce platform designed to bring greater transparency, flexibility and operational efficiency to the travel retail supply chain. The platform offers brand owners and retail partners a structured, streamlined route to market across a diverse and complex regional landscape, enabling scalable distribution and real-time commercial oversight.
With brand partnerships at the core – B&S says that its portfolio strategy is evolving around a carefully curated selection of officially appointed brand partnerships spanning complementary categories. Current collaborations include Mars Wrigley, Haribo, Storck, Ricola, Loacker, Suntory Global Spirts, Mark Anthony Brands — a portfolio deliberately structured to address the specific commercial needs of the Americas travel retail channel and deliver a consolidated, optimized offering to retail partners throughout the region.
Luke Maga, Global Sales Director Duty Free & Travel Retail at B&S, commented: “From a global perspective, our priority is to build strong, long-term brand partnerships and connect them to high-potential travel retail markets through a disciplined and scalable model. The Americas represents a significant growth region for B&S. By combining our global network with digital capability and regional execution, we are creating a platform that delivers measurable value for both brand owners and retail partners.
“While B&S’s global reach and digital infrastructure provide scale, the company’s competitive edge in the Americas is firmly grounded in regional expertise and proximity to market. A dedicated local team ensures the company remains closely aligned with evolving market dynamics, customer needs and distribution opportunities across the region’s diverse territories.”
Tijn Oomens, Head of Americas Duty Free and Travel Retail at B&S, added: “Growth in the Americas is built on proximity and partnership. Our regional structure allows us to be close to customers, understand market dynamics, and drive distribution effectively. By consolidating a multi-category portfolio and strengthening our reach, we are deepening market penetration while maintaining transparency and operational excellence. We pursue sustainable growth by starting with what our customers truly need, and aligning our expertise, partnerships, and commercial strategy to deliver measurable value.”
As the Summit of the Americas approaches, B&S says that it is primed to advance conversations with existing and prospective brand and retail partners. The company’s team will be on hand at stand 215 to discuss collaboration opportunities, explore portfolio expansion and demonstrate how B&S is building a stronger, more dynamic presence across the Americas Duty Free and Travel Retail landscape.
