At the end of last year, Biotherm renovated its space at Vancouver International Airport, described as a strategic door for the brand.
The location’s new design features the signature Biotherm blue and organic shapes, to draw the eye and differentiate the brand. Other key elements include the clear separation of Biotherm Homme products from the female portfolio, and additional space for novelties, best-sellers and travel retail exclusives.
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The store revamp is described as part of the travel retail Americas’ action plan to target the global shopper. In particular, Chinese passengers are a key customer in-store.
Consequently, Biotherm offers a tightly edited product assortment at Vancouver, focusing on items which are best-sellers in Asia. The brand has also translated its POS materials, and uses its Asian face Tekeshi on in-store visuals.
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