German jewellery house Cœur de Lion has announced a major strategic expansion into the Asia Pacific region, a move that marks the next chapter in its growing presence in global duty-free.
Spearheading this initiative is the appointment of Gary Leong, industry veteran and founder of Gulf Pacific, as Business Developer for Asia. This strategic development highlights Cœur de Lion’s commitment to deepening its presence in one of the world’s most dynamic and influential travel retail markets.
“We are excited to embark on an expansion into Asia, where we have recently appointed Gary Leong to strengthen our presence in this dynamic market,” said Markus Lampe, CEO of Cœur de Lion and Aeternum Holding. “This marks an exciting new chapter for Cœur de Lion, and we look forward to the future projects ahead.”
A Heritage of Craftsmanship and Colour
Founded in 1987, Cœur de Lion is renowned for its handcrafted jewellery inspired by geometric forms and the beauty of nature. The brand has gained international recognition for its GeoCube® designs, contemporary colour combinations, and use of semi-precious stones and pearls—crafted to suit everyday wear and all ages.
Cœur de Lion is part of Aeternum Holding, alongside brands such as Qudo, Liza’s, and Danish jewellery label Sif Jakobs. Together, the portfolio offers accessible, timeless jewellery rooted in sustainable practices and designed to resonate with Gen Z and millennial consumers.
Strong Travel Retail Momentum
Cœur de Lion’s expansion into Asia Pacific builds on its success across various travel retail channels—including airlines, airports, cruise lines, and border shops. The brand’s products are sold in more than 30 countries by 4,000 independent jewellers and are featured by leading global retailers such as Avolta and Gebr. Heinemann.
The recent launch of the Spring/Summer 2025 collection at Stuttgart Airport, in collaboration with HSG Flughafen Stuttgart, is a testament to the brand’s increasing airport retail visibility.
In a recent interview with TRBusiness, Markus Lampe confirmed that travel retail now accounts for approximately 20% of the company’s total revenue.
“Cœur de Lion has built a robust and expanding footprint within the global travel retail sector,” Lampe said. “This strong performance underscores our strategic commitment to travel retail as a cornerstone of our business.”
Cruise Sector Leadership and Airline Partnerships
Cœur de Lion has established a dominant position in the cruise retail market, with a presence on more than 300 river and ocean ships, through partnerships with Starboard, MSC, Harding Retail, and Heinemann.
In the airline segment, the brand is featured on board premium carriers such as Swiss, Eurowings, Condor, and Lufthansa.
“Cœur de Lion saw amazing developments in cruise retail in 2024, and our results show we are growing year after year,” said Ana Vassallo, Key Account Manager at Cœur de Lion. “We have established ourselves as a ‘must-have’ jewellery brand in both air and sea travel, appealing to a wide range of ages and nationalities with our strong product design and colourful stone aesthetics.”
Airport Retail Footprint
The brand continues to grow its airport presence across Europe and the Americas, with successful points of sale in Stuttgart, Munich, Frankfurt, Hamburg, Palma de Mallorca, Heathrow, and Manchester amongst others. It is also preparing to debut in São Paulo and Rio de Janeiro airports.
Asia Pacific: A Market Full of Promise
Speaking on the brand’s upcoming entry into Asia Pacific, Gary Leong shared his enthusiasm:
“It is exciting to be collaborating with Cœur de Lion and its brands to drive further growth into Asia Pacific,” said Leong. “Our goal is to bring newness to a generation of travellers who appreciate the craftsmanship of handmade jewellery.”
Leong’s appointment brings deep regional experience and insight to the team.
“Cœur de Lion pieces are vibrant, long-lasting and rich in personal expression,” added Leong. “It’s important for brands in this sector to offer keepsakes that connect with customers and remind them of their travel experiences.”
Favourable Market Conditions
Asia Pacific is seeing robust recovery in both trade and tourism. Governments are investing in infrastructure upgrades, including the ongoing expansion of Changi Airport, which will increase annual passenger capacity to 135 million by 2030.
At the TFWA Asia Pacific Exhibition & Conference, Singapore’s Minister of State Alvin Tan commented that these developments would help “enhance [Singapore’s] attractiveness as a leading MICE and business hub,” adding that the travel retail industry stands to benefit greatly.
According to Alvin Tan, Singapore’s Minister of State for Trade and Industry and Minister of State for Culture, who spoke at the Tax Free World Association Asia Pacific Exhibition and Conference 2025 (TFWA) held in Singapore recently, this development will ultimately “strengthen Singapore’s position as a global hub and anchor hub in Asia, connecting Asia to the world. It will also enhance our attractiveness as a leading MICE destination and business hub, which the duty-free and travel retail industry can benefit from.”
The country’s thriving cruise industry will continue to gain momentum with the highly anticipated Disney cruise ship arriving in 2025, reinforcing Southeast Asia’s leading home port as one of many key markets for Coeur de Lion to establish its presence in.
Coeur de Lion’s Vassallo noted, “timeless designs and top quality guarantee the longevity of our products,” reflecting the brand’s commitment to meet the on-going demands of a diversified global travel retail sector.
