SkyBuys is a Sydney tech start-up. Their new app offers duty free shopping anywhere – even on a plane – with contactless purchases collected at the airport, either on departure or arrival. Fred&Co created a new brand positioning which aligned with SkyBuys’ vision of becoming a luxury e-tailer. The SkyBuys new challenger brand story is all about – ‘Luxury isn’t about standing in a queue so treat yourself to duty free and tax free luxuries wherever you are’.