World Duty Free Group’s (WDFG) redeveloped walkthrough store at Newcastle airport, UK, was officially launched last week after its soft launch on May 1.
World Duty Free worked in close partnership with Newcastle airport, to relocate and redesign its retail space. With a larger footprint of 1,580sq m the store replaces the original 1,000sq m outlet. The additional space has enabled a more extensive product range, notably in the beauty, liquor and luxury categories. The liquor area features a new World of Whiskies area, which showcases over 300 different whiskies, including some exclusives. Aimed at both the whisky connoisseur and the novice alike, the store offers an extended range of whiskies including rare and vintage expressions.
Adjacent to the liquor area is WDFG’s “content-ainment” space, which has been introduced for the first time at the airport. With its multi-screen digital feature wall, the concept blends state-of-the-art technology with product sampling and engaging events, according to the retailer.
Beauty commands the largest allocation due to the strong demand for cosmetics, skincare and fragrances. Many new brands have been introduced including bareMinerals, Elemis, Rituals and Smashbox. Fragrances are showcased to better effect with increased wall-bay space and event spaces have been incorporated into this area, to enable brand partners to stage impactful events and promotional activities.
Luxury is another key category for the store, which boasts an extended sunglasses area with a space increase of 71% and total of 1,200 facings. WDFG said that 35 brands are represented with new introductions such as Chloe, Miu Miu, Versace, DKNY, CK, Polo, Lacoste, Carrera, Nike and Marc by Marc Jacobs. In the watches segment new brands include Hugo Boss, Skagen, Diesel, Guess, Superdry and Michael Kors.
WDFG director of retail operations UK Fred Creighton said: “We enjoyed working in close collaboration with the airport team to create this superb walk through store, which began trading on May 1. The new store brings many exciting new brands to Newcastle and takes the airport shopping experience to a whole new level.”
Newcastle airport CEO David Laws added: “We’re delighted to launch the fantastic new World Duty Free store which epitomises the standards we’re aspiring to achieve as part of our terminal development works. The opening of World Duty Free is a key milestone in our terminal development project and brings us closer to completing the overall scheme in the next couple of months.
“The location of the store ensures we’re able to optimise the use of space in the departure lounge as we look to introduce a number of new retail and catering stores, whilst enhancing the non-commercial provisions to reflect the changing demands of our customers. We’re absolutely sure our customers will enjoy this fantastic new shopping experience and the many new brands we’ve introduced within World Duty Free.”
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