Thermos is the pioneer in the category of vacuum-insulated products. The mission of Thermos, founded in 1904, is to offer people the freedom to enjoy their favorite foods and drinks anywhere, anytime. The company has introduced numerous innovations, from the first glass thermos to the first stainless steel thermos, to the first titanium thermos.

Milano Home asked Sharon Yen, Managing Director of Thermos Italia, to talk about Thermos's journey through a range of solutions capable of combining eco-sustainability and product functionality with a range of solutions suitable to meet the needs of a diverse range of users.

“This commitment to innovation is an integral part of our identity. We are deeply rooted in the American and Asian territories, present in Australia and Europe, with flattering feedback in Germany and the United Kingdom.

The Italian market represents a challenge and an opportunity; the goal is to carve out a significant space in a competitive and fragmented segment that sees a constant increase in the demand for portable and insulated containers for drinks. Greater awareness of environmental issues and a growing focus on health, well-being, and practicality are factors that are accelerating the sector, and our brand prioritizes eco-compatible materials and production methods.”

From Italy, the company aims to consolidate its presence in France, Spain, and Eastern European countries.

What are the trends in the sector?

“The main trends include various aspects of production, starting with a growing focus on sustainability: consumers are looking for reusable solutions to reduce the use of disposable products and minimize environmental impact. Buyers want to play an active role in respecting nature by taking concrete and daily steps, and this guides their purchasing choices and goodwill towards brands, creating demand for products that combine durability, performance, and respect for the planet.

This guiding principle is accompanied by the growing popularity of outdoor activities and sports. The outdoor trend has had a significant impact on the market for thermal bottles. As more and more people engage in outdoor activities such as hiking, camping, sports, and travel, the demand for products that offer convenience, durability, and functionality grows. This increasing focus on an outdoor lifestyle has also led to a change in consumer priorities, who increasingly choose sustainable and ecological products, in line with their environmental values.

Awareness of hydration and health has increased, a trend that is exerting a great influence on the market, as more and more consumers place health and well-being first. Staying hydrated has become a fundamental aspect of personal well-being, with people increasingly recognizing the importance of drinking enough water during the day, not only for physical health, but also for mental clarity and energy levels. Consequently, the demand for products that make it easier to stay hydrated on the go is growing, especially those that can maintain the temperature of drinks for long periods.”

Guarantee consistency in the brand message and maintain the same high standard of quality on all touchpoints.

Relationship with stores and distribution channels in general. Opportunities and critical issues?

“Thermos works through a global distribution network that includes physical stores, e-commerce platforms, and specialized retailers. In Italy, we are focusing on strategic channels such as online marketplaces, department stores, specialized stores in the sports and children's products sector, large-scale retail (GDO), and traditional trade (normal trade). These diversified channels allow us to reach a wide range of consumers with different needs and preferences.

The growing demand for high-quality, durable, and sustainable products offers significant opportunities, especially in a context where consumers are increasingly attentive to reliable solutions for hydration and food preservation. In particular, online platforms represent a privileged channel for contacting a young and technologically advanced public, while department stores and specialized stores allow us to better enhance the premium characteristics and advantages of our products.

However, the variety of these distribution channels also presents challenges. A fundamental priority is to guarantee consistency in the brand message and maintain the same high standard of quality on all touchpoints.”

“Through our storytelling, we celebrate our heritage as pioneers of the category, offering consumers satisfaction, peace of mind, comfort, and freedom of use.”

Innovation and sustainability: how are these concepts expressed in your production?

“Thermos combines technological innovation with sustainability, using durable materials, such as stainless steel, and solutions that help reduce the use of single-use plastic. Each product is designed to maximize thermal efficiency and last over time, offering a sustainable and high-performance alternative.”

What are the values that Thermos intends to communicate? What are its strengths?

“Thermos is based on values of quality, safety, sustainability, and performance. Through our storytelling, we celebrate our heritage as pioneers of the category, offering consumers satisfaction, peace of mind, comfort, and freedom of use.”

During the Second World War, the company supported the British military forces with vacuum thermoses; an astronaut from the Apollo mission brought samples of the lunar surface back to Earth in special containers that are also used in the healthcare field.

This is a technology invented before the refrigerator that today is able to meet the most varied needs. From workers to athletes, from climbers to students to children.

The Thermos collections are appreciated for their durability, excellent performance, and elegant designs.

What are the most popular collections on the market?

“The STAINLESS KING® and ICON® series are among the most popular in our product range, appreciated for their durability, excellent performance, and elegant designs. These collections have become indispensable for those seeking reliable solutions for temperature preservation, whether at work, while traveling, or in everyday life.

Also, the ULTRALIGHT® and MOUNTAIN® collections are highly appreciated, especially by outdoor enthusiasts and athletes. ULTRALIGHT® is renowned for its exceptional portability, offering advanced performance in a lightweight design, while MOUNTAIN® meets the needs of adventurers with robust and high-capacity bottles, ideal for trekking, camping, and other demanding activities. These series embody the perfect balance between functionality, resistance, and innovation, responding to the needs of the most active lifestyles.”

Does the wide range of products include specific solutions for children, teenagers, and adults?

“Yes, the Thermos range offers specific solutions for each age group, designed to meet the unique needs of children, teenagers, and adults. For the little ones, we offer the FUNTAINER® line, designed specifically for children, with colorful, fun, and practical designs that combine safety, lightness, and ease of use. These products are ideal for accompanying children to school or during daily activities, keeping their drinks fresh or hot for hours. Parents choose FUNTAINER® for its ease of use, lightweight construction, and reliable insulation, making it an excellent choice for long school days or family outings.

For teenagers, our offer includes some products from the ICON® line, in particular the bottles in pastel colors: perfect for combining style and functionality. These products, available in a variety of colors and finishes, are ideal for those who are always on the go, both for study and free time.

Finally, for adults and professionals, we offer a range of high-performance products, such as the CORTINA® series. This series offers features such as elegance, high capacity, and resistance. Whether it's facing a workday or a trip out of town, Thermos offers a personalized solution for every lifestyle.”

Can you describe the characteristics that differentiate the Thermos range from those of competitors?

“Thermos stands out for its excellence in temperature retention, thanks to the use of advanced technologies and high-quality materials. The attention to safety and sustainability, in addition to product customization, makes it a leading and reliable brand.

We like to remember that Thermos created the market for water bottles by marketing them already 120 years ago. Thermos, in short, is the first, the original, and our commitment and pioneering spirit in developing the most performing products has remained unchanged from day one.”

What do you expect from Milano Home?

“It is an event that allows us to get in touch with our customers, mass market and normal trade. At the same time, it also represents an opportunity to receive feedback regarding articles to be produced in the future and to understand if there are specific needs for the Italian market.

We are aware that in Italy the consumer is attentive not only to quality but also asks for attention and research of detail, but we are certain that our products will also be appreciated for their design and functionality.”