UK. Alpha Airports Group is reaping the reward of a bold decision to completely rebrand its whole UK airport retail operation.
Last Friday’s announcement of a +13% first-quarter rise in airport sales is a timely boost for the retail-to-catering group, that has bounced back impressively from its troubled days post-European Union duty free abolition in 1999.
As revealed by The Moodie Report, group retail sales were up +10% year-on-year for the first quarter and in the UK, they were up an even more impressive +13%.
In the UK Retail division, passenger numbers through the regional airports, where Alpha is focused, have grown by +6% year-on-year.
Alpha ceo Kevin Abbott said the traditional Alpha Duty and Tax Free banner has been scrapped and is being replaced on a phased basis with new branding to make life simpler for the travelling consumer. He added: “We wanted to give a very clear message to all travellers that “Everyone Can Shop” so we are dropping the Alpha Duty and Tax Free name from our shops and have introduced the new Alpha pink shops under the Alpha Airport Shopping banner”¦ we are now rebranding the whole Group in the same logo.”
Abbott said that passengers also appear to be very enthusiastic, with penetration levels into the new “pink” shops up +10%. “This has been a key driver in our overall +13% [first quarter UK retail] sales growth. We have had similar new design successes in both our World News CTN outlets and Glorious Britain destination gift shops.”
As a result of its consolidated base, Alpha is actively seeking more international retail business. “We are now ready to pursue strong expansion,” Abbott said.
Click here for The Moodie Report Interview with Kevin Abbott on the new-look branding and Alpha’s international ambitions.
