US. Bijoux Terner, the leading one-price gift specialist in travel retail, unveiled its new AdiXion retail concept at Miami International Airport last month, at a dedication ceremony attended by company, airport and industry executives.
The 1,000sq ft AdiXion store in Miami International’s South Terminal expands Bijoux Terner’s one-price product strategy with an enhanced assortment of fashion jewellery, handbags and accessories for men and women, presented in five different brands at retail price points ranging from US$20 to US$50.
Bijoux Terner President Gabriel Bottazzi explained that AdiXion maintained the company’s traditional simple pricing strategy and value proposition by putting all similar value items within one of the five brands. Rather than one brand with all merchandise at US$10, the AdiXion store is a collection of brands with different price points within one location, he said.
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The 1,000sq ft AdiXion store in Miami International’s South Terminal. More images of the interior are shown below |
The brands in the AdiXion store include Voux, retailing at US$20; X’est Jolie, priced at US$30; Madeira, a US$40 brand; and Eleganzza, US$50. The fifth brand is Trésor du Temp, a US$20 brand that offers boxed gift sets. Each brand is coded with a different coloured ticket and distinct signage.
“This store is the expression of the growth our company is having,” said Bottazzi during the ribbon-cutting ceremony on 21 July. “It is how we are taking all of the key elements and values that the Bijoux Terner company has been learning in retail for many years, and exporting this experience into new ways of doing business.
“AdiXion is how we are taking the same principles of simplicity and pricing, great value, amazing merchandising and merchandise, and bringing them to the next level. And where better to do this than with our great partners at Miami Airport?” said Bottazzi.
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Miami International Airport Chief of Airport Concessions Business Development Adrian Songer described the impact the new AdiXion store is having in the airport: “AdiXion is bringing so much excitement to Miami International Airport. This store is fashion, it is bling, it is eye-catching and colourful. And it offers such high value products. We wish Bijoux Terner great success and congratulations.”
AdiXion, with its variety of price offerings, has been designed to appeal to a broader range of consumers than the traditional US$10 Bijoux Terner store. The AdiXion merchandise offers a full range of accessories, such as rings, necklaces, watches, evening bags, handbags and belts. The products are made from materials and finishing that are not possible at the US$10 price offered in regular Bijoux Terner stores, the company said.
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The price point defines each brand
Each brand includes a variety of merchandise, continued Bottazzi. “It is the price point that defines each brand. We have maintained our core concepts of simple pricing by continuing to source and design high value products offered at value-added pricing, which are exceptionally merchandised, but the execution of the merchandising and how products are put together, and how they are packaged, is totally different from that at our Bijoux Terner stores.”
The higher price points of the new AdiXion store have allowed Bijoux Terner to introduce a variety of fresh merchandise, including body jewellery, polarised sunglasses, enamelled cocktail rings, and an expanded selection of handbags and other leathergoods. It has also enabled the company to offer more luxurious versions of merchandise for which it is well-known, such as evening bags, according to Bottazzi.
“For example, we are expanding our selection of evening bags, which is one of our core categories. But there were some kinds of evening bags that Bijoux Terner could just not reach at the US$10 price point, but we can reach them at our US$30 price point,” he said.
Bijoux Terner concept still core
Bottazzi stressed that the US$10 Bijoux Terner concept upon which the company had built its expertise remained the core of the business.
Summing up the strategy of the new AdiXion store, he said: “Everywhere, this store presents the same concept of retail that defines Bijoux Terner. It has the same core vision: simple shopping, a focused selection of merchandise, easy pricing of US$20, 30, 40, 50; and each brand is one price and offers a huge value.”
The AdiXion retail model is an evolving concept, added Bottazzi. “We are testing categories, we are testing value points. Even though the way we are presenting the brands, and using signage, and putting together so many other retail elements have come from years of retail experience learned from Bijoux Terner, AdiXion is a whole new branding concept.”
Bijoux Terner worked closely with Miami Dade Aviation Department’s Concession team, Adrian Songer, Sarah Abate and Priscilla Forde and Paulette Gilbert; and with Westfield Concessions Management’s Tina Jackson and Leonor Prado, all of whom were present at the official ribbon-cutting on 21 July.
Miami’s AdiXion location will be the first of many, confirmed Bottazzi, although no other specific openings have been planned for this time. A number of Bijoux Terner’s retail partners have expressed interest in the concept, however. The company will be presenting the new AdiXion concept at the 2011 TFWA World Exhibition.
About Bijoux Terner
Bijoux Terner, the leading gift specialist in the travel retail channel, pioneered the “all items, one price” concept. The award-winning company offers a full range of fashion-forward accessories and gift items inspired by high-end style trends from around the world. Bijoux Terner sources and designs high-value products at value-added pricing.
Established in Miami in the 1970s, Bijoux Terner today has more than 550 luxurious boutiques worldwide specialising in women’s and men’s fashion accessories. Bijoux Terner boutiques can be found in travel destinations including hotel and casino resorts, cruise ships, airports, and train stations in over 60 countries in North America, South America, Europe, the Middle East, Africa and Asia Pacific.
For details, contact Panayiotis Argyros, Bijoux Terner, Vice President of Global Sales Operations, tel: +1 786 547 4091, fax: +1 305 500 7551 or e-mail pargyros@bijouxterner.com
