Focus on: FORMIA

Amenities specialist FORMIA has evolved its focus to offer sustainable, tailored items curated to create meaningful moments onboard and beyond

Amenities specialist FORMIA is on a mission: to change the way amenities enhance the customer experience, by creating real value. And it is doing this by designing concepts that ‘inspire and delight’ both onboard and beyond the journey – combining specialist curation skills with meaningful brand partnerships.

This mission is at the heart of FORMIA’s newly-refreshed brand identity: “Curating meaningful moments” developed in the past year and focused on enhancing opportunities for interaction through its amenities.

In parallel with this focus, FORMIA has accelerated its path to sustainability, engaging specialist customer experience consultant, Sarah Klatt-Walsh, to develop its strategy in partnership with insights firm GlobeScan.

The strategy encompasses bold targets to find thoughtful amenity solutions through conscious design, responsible production and meaningful partnerships, all mindful of the planet and supporting communities too.

In an industry first, FORMIA has already converted production of all its amenity kit socks and eye masks to 100% recycled PET materials – significantly cutting the products’ carbon footprint; and has launched a new Corporate Social Responsibility programme in both local and international communities.

Adapting to change

From a humble start in 1980's Scandinavia to Asian expansion in 2002, FORMIA has constantly evolved but always ensures the ethos of its amenity kits closely mirrors those of the airlines it works with, as well as matching brand to customer experience. Since the onset of the pandemic, safety and hygiene have taken precedence, and FORMIA adapted its offerings again with a Clean Kit range of sanitisers, masks and PPE, as well as innovative textile solutions. These are already flying on Qatar Airways, SAS, American Airlines and Japan Airlines.

Looking forward

The sustainability focus is intertwined with a renewed determination to offer responsibly-curated products and meaningful moments that inspire long after the flight. Roland Grohmann, ceo and managing partner, says: “We continuously challenge ourselves to create boundary-pushing concepts with first-onboard and exclusive partnerships. We continue to invest in future-forward thinking, aligning luxury and lifestyle brands with airlines to add real value and meaningful moments for every passenger." formia.com •

We continuously challenge ourselves to create boundarypushing concepts