UK. WDF has extended its contract to manage the travel retail and duty free business at Birmingham International Airport for ten years, until 2021. Autogrill-owned WDF will be developing an extensive new World Duty Free store as part of the airport’s overall airside redevelopment. The anticipated trading date for the store is Q1 2011.
The group has been operating at Birmingham International since 1990, earlier as Alpha Airports Group. WDF produced revenues of £21 million (US$32 million) at the airport in 2009.
The contract renewal strengthens WDF’s presence in the airport duty free market in the UK, where it operates 89 stores in 22 airports, serving a total of about 20 million passengers.
The new-look retail space will cover an area of 1,700sq m in the International Departures Lounge (IDL) of the new single terminal, which will combine the departure facilities of the current terminals 1 and 2.
The group will introduce a large World Duty Free-branded tax and duty free walk-through store featuring a design similar to the shopping mall format, and boutique islands for the major brands.
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Above and below: Visualisations of the new-look WDF offer at Birmingham Airport |
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Commenting on the contract extension, WDF Retail Operations Director Fred Creighton said: “The plans that Birmingham has for its airport are extremely exciting and we are delighted to be part of these and have the opportunity to create such an impactful and innovative new store.
“We will work in close partnership with the team at Birmingham to develop a store that provides a world-class retail experience for its customers and maximises retail revenues for the airport.”
Birmingham Airport Head of Commercial Richard Gill commented: “WDF is the leading travel retailer and the plans for the new tax & duty free store in the redeveloped terminal are visionary and inspirational. Together, we have developed a store design that will be a real focal point within the new IDL and bring a whole new level of energy to the airport, which will provide an exciting journey for the five million departing passengers who currently leave the airport each year.”
WDF said it worked in partnership with the airport company to develop an innovative store capable of offering customers a unique shopping experience with an international flavour by including world-renowned brands such as beauty & skincare names MAC, Lancôme, Chanel, Elizabeth Arden and Clarins; fragrances by Tom Ford, DKNY, Cacharel, Chanel, Armani and Hugo Boss; and luxury goods by Guess and Swarovski.
A large food area will be dedicated to well-known confectionery brands such as Cadbury. The beverage area will offer an assortment of Moët & Chandon and Veuve Clicquot Champagnes.
Further, Autogrill Group’s Alpha Airport Shopping store, currently in T2, will be transformed into a World Duty Free ‘express’ store. A duty paid Arrivals store will also be opened in the new central arrivals area.
WDF said: “The main World Duty Free store will feature a unique new design approach based on a “˜shopping mall’ format. Whilst the store will incorporate a walk-through layout for those passengers wishing to fast track to the Departure Gates, other walkways will intuitively lead customers to distinct “˜boutique’ areas or bays which will be occupied by the various brands.”
With 8.5 million passengers in 2009 (Source: Airports Council International) Birmingham Airport is the second-largest airport in the UK in terms of traffic outside the London area. It is currently undergoing a major redevelopment, at a cost of £13 million (US$20 million).
The airport’s One Terminal project will combine the current passenger search Areas in T1 and T2 with all departing passengers then being processed into the existing main IDL. This will improve the flow of passenger traffic and operating efficiency thanks to the single security area, a larger arrivals concourse and a greater range of restaurant and retail offerings in both landside and airside areas.
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