MOROCCO. Dufry has signalled its confidence in the Moroccan market with the inauguration of refurbished stores at the country’s two busiest airports: Casablanca Mohammed V International and Marrakesh Menara.
The Moodie Davitt Report was on location in Casablanca today (22 October) for the inauguration, which was attended by senior figures from both Dufry and ONDA (Office National des Aéroports), the operator of all passenger airports across Morocco.
Both Casablanca and Marrakesh airports have recently undergone major renovations; this has given Dufry the opportunity to introduce a new walkthrough store at both locations. These stores are designed to be light, spacious and evocative of Morocco, Dufry said.
Dufry now operates 26 stores across eight airports in Morocco, including nine in Casablanca and four in Marrakesh. Dufry Chief Executive Officer of Southern Europe & Africa Pedro Castro said the investment in its Moroccan portfolio showed the retailer’s confidence in the country’s market.
“It is for sure a very good country. Firstly, what the airport promises you, you get. Secondly, there is an understanding that non-aeronautical revenues are key; they are not an afterthought. Third, the mentality is open for doing business with foreign companies. Finally, we have very good local professionals; that is why we moved our headquarters to Casablanca in 2017,” he told The Moodie Davitt Report.
Dufry has a long-standing partnership with airport operator ONDA, having opened its first store in a Moroccan airport in 2002, and Castro said the inauguration was a celebration of the 17-year partnership.
“At Dufry, we are really delighted with the stores and the outcome of our partnership with ONDA. I would like to personally thank ONDA management for their trust they have given Dufry, and the time spent with us to build what we believe is a fantastic commercial offer,” he said.
ONDA Marketing & Commercial Director Youssef Jroundi added: “We have reached the highest level of airport retail thanks to our partners, Dufry. I think they trust us because they have invested in Morocco and all of us are very happy with the results.”
The inauguration ceremony took place at the new walkthrough store in Casablanca Mohammed V International Airport Terminal 1. This store initially opened in January after ONDA had completed an extensive refurbishment of the terminal.
Unlike a traditional walkthrough store, which primarily offers the core duty free categories, the new store in T1 sees the core categories offered on one side and fashion, accessory and luxury brands in a multi-brand section on the other.
Castro said this was primarily done because of the particular passenger profile in Casablanca Airport. “Casablanca is a business destination, which means you have an affluent type of passenger. It is one of the main connections to the US and Canada, so it is good for transit for many businessmen from West Africa.”
He continued: “Standalone luxury shops can be very hard to attract customers to and I always believe that core categories mix well with selected luxury products.”
Several new brands have been introduced in both luxury and the core duty free categories in the new Casablanca store. In perfumes & cosmetics, they include: L’Occitane, Michael Kors, Nuxe, Rituals, Zadig&Voltaire and Zegna. In fashion & accessories, passengers can now find Armani, Bric’s, Calvin Klein, Desigual, Eden Park, Montblanc, Pinko, Samsonite, Superdry, Tommy Hilfiger, Tumi and Victoria’s Secret.
Meanwhile in Marrakesh, Dufry has introduced a luxury fragrance corner called Haute Parfumerie. We will bring you more on that offer soon*.
To enhance the Sense of Place in both Casablanca and Marrakesh, the stores are placing special emphasis on local confectionery, wine and Moroccan beauty brands, such as Jerraflore and marocMaroc.
Castro added: “Giving passengers a local feel before they depart to their next destination is very important.”
Dufry has partnered with The Design Solution for the new stores across both Marrakesh and Casablanca and Castro praised the work done by the design company, saying The Design Solution had done “a great job” on the store design. The Design Solution has said it will offer insight from the design process in the coming weeks.
The Design Solution Director Nick Taylor added: “Both Marrakech Menara and Casablanca Mohammed V International present a distinct and resonant Sense of Place that shares an authentic spirit of Morocco. The design at Marrakech in particular blends ancient and modern to reflect the rich heritage and modern vibrancy of this extraordinary city.
“The combination of design elements with a range of proven drivers of footfall and engagement includes a sophisticated walkthrough approach to entice passengers and draw them into discovering the depth of the retail offer, which is built around a series of ‘Shopping Worlds’, tailored to specific categories and the needs of the passenger profile at the airport. Footfall is particularly supported by an ‘infinity loop’ circulation that will encourage passenger flows around both the centrally-positioned seating and beauty islands and back towards the speciality retail and restaurants.”
Dufry added that its Reserve & Collect service and RED by Dufry are available across both of the refurbished stores to further enhance the shopping experience.
Inside Dufry’s four stores in Marrakesh Menara
Cutting-edge retail in Casablanca
*A major report on Dufry’s presence in the Middle East & Africa will be included in the upcoming Official MEADFA Guide, published by The Moodie Davitt Report. This will be available both online and to delegates at the MEADFA Conference, taking place in Muscat, Oman, 24-26 November.
