A seriously repellent flagship concept

Could this be the most bizarre retail concept yet? An entire retail store devoted to natural mosquito repellents, located in the world’s busiest airports?

But it makes a lot of sense…

MosquitNo is a Dutch business has pioneered a natural means of protecting humans from mosquitos, a major vector of tropical diseases throughout Asia and in other regions with warmer climates.

MosquitNo has just signed space in Hong Kong for its regional headquarters. From there it will commence a roll-out of standalone stores in 60 per cent of the world’s international airports. It plans 10 flagship stores within five years, and aims to open in every airport which has 5 million or more passenger movements annually.

“This new venture will enhance growth of our business and enable us to present our full assortment to consumers,” MosquitNo said in a statement.

“As anti-mosquito products are amongst the top 10 most forgotten products when traveling we will help the consumer at large to help them protect themselves.”

MosquitNo is more than just a cream or spray. The company has created a whole range of merchandise to support the brand – and thus ensure it can actually stock a small retail store.

To date, there has been no indication of typical store size, but the brand has adopted vivid green livery for its marketing and promotional materials, cosmetics and even a clothing range.

MosquitNo’s website says the company was launched in 2009. “Our product range has become a distinctive concept with a new look at products that offer protection against mosquitoes and other insects – this is applicable for our polo and placemats.” For regulatory reasons it cannot make claims for its bracelets and adhesive ‘spotzzz’.

“Protecting our skin from biting mosquitoes previously meant using sticky lubricants including the toxic substance Deet. MosquitNo thought ‘this can be done with more fun and functionality’. Our concept and products are a new way of trendy, fashionable and comfortable protection against mosquitoes and other insects.” Ten per cent of its net profits are donated to Unicef.

In Hong Kong, it will open a warehouse to supply Asian stores and a growing online business.