FORMIA forms new partnership with Turkish Airlines

17th Mar 2012
FORMIA forms new partnership with Turkish Airlines

In late 2011, onboard service amenity kit expert FORMIA was awarded a prestigious three year contract to supply Turkish Airlines with a wide range of in-flight passenger amenity kits across all the airline’s cabins. Turkish Airlines was nominated Europe’s Best Airline by Skytrax in 2011.

Commenting on the contract, Roland Grohmann, Managing Director of FORMIA, says: “We are very proud to have been awarded this significant contract by one of the fastest growing airlines in the world. Not only is this three year agreement one of the most sizeable in our industry in recent times, it also represents the consolidation of FORMIA’s position as a premier player in the onboard service amenity kit market.”

As befits the prestigious nature of this contract, the tender process was highly competitive with all the key players in the industry participating.
FORMIA was ultimately successful on the basis of its unique combination of a number of factors:  innovation, quality of product and design, range of reputable brands, and perceived value. FORMIA’s experience in supplying the industry and its reputation for reliability as a partner were also vital ingredients in Turkish Airlines’ final decision. 

Grohmann explains the formula of FORMIA’s growing success: “We listened carefully to Turkish Airlines in order to fully understand their brand, vision and strategy.  By involving our designers directly with the Turkish Airlines team, we were able to speed up product development and ensure valuable design synergies.  We took great care to translate the brief into a range of tailor-made, value-for-money proposals which respect the Airline’s budgetary requirements. FORMIA brought to the table its extensive experience from the hospitality industries as well as our established relationships with many top global brands. Our expertise in these areas is second to none and is backed by a long track record of successful supply operations, on-time performance and dedication to quality. I believe these factors were critical in Turkish Airlines’ choice of supplier:  this is a wide-ranging contract and the ability to supply regular, large quantities of kits on-schedule was of the utmost importance to the airline.

FORMIA has forged a unique and differentiated position in the industry by focusing exclusively on high quality, attractive in-flight amenity kits which add value to our clients’ operations.” 

The new range of FORMIA kits will be launched on-board Turkish Airlines flights during the first quarter of 2012 and will delight passengers by introducing branded bags in Business Class Long Haul and branded cosmetics in Business Class Short Haul and Comfort Class.

Grohmann continues:  “We have also proposed frequent changes to the various kits which are offered to passengers, thereby creating a level of fresh enthusiasm and surprise in each cabin. “  The aim, he explains, is to support the airline in its marketing activities by making the kits an attractive and flexible means of communicating the company’s ethos to passengers.

FORMIA’s pre-eminent position at the forefront of the market is helped in no small measure by its commitment to researching the constant changes in consumer trends over time.  The results of this trend-watching activity are presented at an annual industry forum hosted by FORMIA. By continuously tracking trends in lifestyle, fashion and design, FORMIA is able to translate its findings into innovative new ideas aimed at improving airlines’ in-flight services.  FORMIA is sharing this expertise with its customer, thus helping to continue its growing reputation for quality and excellence of service.


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