FORMIA's leadership team. Image via FORMIA

Pictured (left to right): Philipp Wendschuh, chief commercial officer; Roland Grohmann, CEO and managing partner; and Niklas Sandor, chief marketing officer, Formia. Image via Formia 

To celebrate the 40th anniversary of APEX EXPO this year, we’re looking back at APEX members’ most significant achievements. Today, we unpack how Formia has changed over the last ten years as a result of its new shareholders.

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Established in Scandinavia in the late 1970s, Formia has a longstanding history and heritage as a design company with a focus on travel and hospitality amenities. In 2002, an Asia-Pacific entity was created, which Roland Grohmann acquired in 2009 with partner Dietmar Lillig. Under this new ownership structure, Formia has focused exclusively on airline amenity kits, cosmetics and comfort items.

Formia has grown from a relatively small company with a handful of employees to an international enterprise with over 80 staff from 22 different countries. The majority of these employees are under 30 years old, with many joining Formia direct from university. Grohmann, together with the current management team of chief commercial officer Philipp Wendschuh and chief marketing officer Niklas Sandor, focuses on building teams with diverse yet complimentary backgrounds and expertise.

“We reflect on the ongoing evolution of ever-more bespoke and sophisticated brand collaborations across the industry with a strong sense of pride.” – Roland Grohmann, Formia

Today, the company has 50 airline collaborations under its belt, and has worked with over 150 brand partners. Most recently, the company engineered the first airline partnership with Aspinal of London, whose luxury travel bags are now available to Malaysia Airlines’ business-class passengers.

The company is also committed to bringing further transparency to the amenities industry. Its Hong Kong office, which opened in 2002, is now home to a showroom that displays the amenity kits and comfort items on offer from the world’s top 50 airlines according to SkyTrax, whether they’re supplied by Formia or by its competitors. During an interview with APEX CEO Joe Leader, Grohmann explained, “We think it’s relevant and critical for all our partners to see what’s going on in the market.”

Grohmann continued, “We reflect on the ongoing evolution of ever-more bespoke and sophisticated brand collaborations across the industry with a strong sense of pride. We firmly believe that the many unique branded collaborations initiated by Formia and followed by others have helped shape and improve the overall onboard passenger experience and journey.”

See more posts from the 40 Success Stories campaign.