TRX Travelstyle, a startup travel accessory brand with a promising start pre-COVID, faced a major setback post-COVID as its primary distribution channels—international airport stores and tourist mall destination retail shops—were heavily impacted. Maintaining only a limited D2C presence post-COVID, the brand’s inventory of outdated electronic accessories and other factors led to stagnation in TRX Travel’s business growth until mid-2023.
Recognizing an opportunity and market gap in this category, MKS invested in TRX Travelstyle with strategic support and relaunched the brand in October 2023, just before the peak travel season. Positioned as a relevant “Travel” accessory brand, TRX aimed to establish a strong presence in Dubai and the UAE, both of which are major global tourist and travel destinations.
The relaunch included repackaging of popular legacy products, updated versions of favored electronic accessories, and an expanded product line featuring multifunctional, utility-driven items that enhance efficiency and convenience for travelers.
TRX became primarily available on its website, www.trxstyle.com, and other Q-commerce sites in the UAE, with options for drop shipping to GCC countries. Additionally, key retail outlets included convenience stores within hotels and serviced apartments, souvenir shops, electronics stores, duty-free shops, in-flight shopping catalogs, and select hotel in-room shopping experiences. MKS Innovation Trade & Distribution Team, led by Managing Director Wasim Khan, spearheaded this initiative.
