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B everly Hills Polo Club’s objective at TFWA World Exhibition & Conference is simple yet ambitious: to reinforce its position as a global fashion lifestyle brand, positioned in the ‘affordable luxury’ segment, and expand its footprint in travel retail. “TFWA is the perfect stage to strengthen existing partnerships, introduce our latest innovations, and open new conversations with operators who are shaping the future of duty free and travel retail,” says Ajay Bindroo, Managing Partner – Beverly Hills Polo Club, Global Business. “For us, Cannes is about brand storytelling at scale, bringing the aspirational ethos of Beverly Hills Polo Club to a global audience.” This year, Beverly Hills Polo Club (BHPC) will unveil the Fall/Winter 2025-26 collection, a story of winter told through textures, terrain, and timeless design. “The collection draws its soul from snow-dusted ridgelines, winding forest roads and the glow of firelit cabins, translating these moments into layered textures and refined silhouettes across apparel, accessories from sunglasses to watches, and lifestyle essentials – echoing the same ethos of heritage and modernity, giving travellers a world where fragrance, fashion, and function meet seamlessly,” Bindroo explains. Alongside apparel, BHPC will also spotlight its new fragrance portfolio and travel retail exclusives, each carrying the quiet power of nature and the brand’s timeless Polo heritage. “Together, these launches position BHPC not just as a brand, but as a living movement of aspiration, style, and global resonance,” Bindroo shares. Travellers today are looking for three things: authenticity, exclusivity, and value. They want brands that carry a story and a lifestyle, not just a product. “We see strong momentum in premium yet accessible and affordable luxury, sustainability in packaging, and digital engagement at point- of-sale,” says Bindroo. “Gen Z in particular are shaping demand for bold identities and interactive experiences, so our strategy blends heritage with a modern, immersive approach.” BHPC believes travel retail exclusives are essential. They create differentiation, drive impulse purchases, and add prestige to the channel. “This year, the Fall/Winter collection and new fragrance launches will be available for duty free,” Bindroo explains. “We view Beverly Hills Polo Club – where fragrance, fashion, and functionmeet seamlessly travel retail as a laboratory where exclusives spark new consumer behaviours that later cascade into domestic markets.” At the BHPC stand at TFWA World Exhibition & Conference, visitors can expect an immersive journey into the world of Polo and prestige. “Our booth blends modern design with the signature BHPC heritage, new fashion and accessory, fragrance discovery zones, and a lounge atmosphere for meaningful conversations,” Bindroo shares. “It’s not just a booth; it’s an experience designed to make every visitor feel the lifestyle we represent.” BHPC is accelerating in Europe, Asia and African markets with young populations and a rising appetite for affordable luxury and deepening its presence with key partners to establish BHPC as a truly global lifestyle player. “Travel retail is the most global shop window a brand can have,” says Bindroo. “It allows us to engage high-frequency, high-spend consumers, build equity across continents, and test new formats. For BHPC, travel retail is not a side channel, it is a strategic growth pillar that connects our brand seamlessly across the Middle East, Asia, Europe, and LATAM.” Looking ahead, Bindroo is eager to participate at TFWA World Exhibition & Conference and experience the energy of the event. “TFWA Cannes is where the industry’s brightest minds gather. For me, it’s about those serendipitous conversations that spark big ideas and partnerships. I’mmost looking forward to showing the world how Beverly Hills Polo Club is evolving from a brand into a movement.” MediterraneanVillage N1-4 Prev i ew September 2025 31 T F W A D A I L Y