ANY DIary April

From Orlando to Miami

HELLO MY LOVE,

April wasn't a typical trip. It was a reminder of what it truly means to build a brand internationally. Between Orlando and Miami, between IAADFS and Seatrade Cruise Global, there were many moments that looked like success from the outside. Internally, they often feel different—more intense, more demanding, more real. And that's where the crucial things happen.

We started in Orlando with our R-Tower—ready for the next step. Everything was set up, prepared, well-thought-out. These moments often seem self-evident, but behind them lies a lot of hard work and, above all, the right people. For me, it's never just business. Having my family there, especially my son, changes everything. He doesn't see the strategy; he sees the real path to get there.

A highlight for me was the Women in Travel Retail Get-together. So many strong women, so much energy – and above all, genuine conversations. Talking about ANY DI is always personal. And seeing how much what we are building resonates, confirms to me again and again: It's about more than just a product.

Miami then brought a completely different environment. Seatrade Cruise Global is not an open market, but a closed circle with its own rules. That's exactly why I went there. Not to be a part of it – but to get in.

Being an official partner of "The Retail Days" and getting our SunCover into the hands of all participants was an important step. Not because it immediately yields results, but because it creates access. And access is the beginning of everything.

What is often overlooked: The most important things happen in between. Without a fixed plan, without a clear structure. Starting conversations, following up, staying engaged. Not every moment will be a deal – but the right ones will move you forward.

The last stop was Fort Lauderdale – and it was a very special one: a private jet terminal. A new listing, an exclusive environment, direct customer contact. We integrated the R-Tower directly into the store on-site and personally trained the team. Especially in a place where travelers value comfort, design, and quick solutions, it becomes clear how well the SunCover works as a travel retail product.

Looking back at April, one thing is clear: We didn't travel to the USA to adapt. We came to be present, to enter new spaces, and to take the next step – even without guarantees. Because that's exactly how growth happens.

Love,

Anne