USA. Dufry company Hudson today unveiled plans for Evolve by Hudson, a new shop-in-shop airport store concept with a retail footprint of at least 2,000sq ft per outlet. Its creator said the venture will blend a specialty brand experience with the accessibility of travel essentials to create “an immersive, customer-centric shopping destination”.
The first Evolve store is scheduled for opening at Nashville International Airport later this Summer, followed by seven additional locations including Dallas Love Field and Las Vegas McCarran International airports.
Hudson said that Evolve represents the evolution of traditional travel retail, moving towards larger integrated store concepts.
The shops will feature a wide-open storefront and eye-catching digital signage on the store exterior, providing a glimpse into the brand offerings from the concourse. A circular traffic flow will guide travellers around the centrally-located floor displays and out towards the specialty shop-in-shop walls.
A variety of different checkout options will be available to meet the shopping preferences of travellers. In addition to a traditional checkout experience, each Evolve store will feature multiple state-of-the-art self-checkout kiosks as well as Hudson’s newly-developed mobile point of sale capabilities.
The travel retailer said this will enable Hudson team members to complete transactions from anywhere on the sales floor and spend more time assisting travellers at the brand shop-in-shops.
Hudson EVP and Deputy Chief Executive Officer Brian Quinn said: “The strategy we’ve executed over the years has positioned the Hudson brand as an iconic and trusted anchor of the airport experience for travellers and landlords alike.
“Now, as we’re witnessing the dynamic transformation of the retail space, we’re taking the opportunity to further leverage what makes it successful: convenience and brand recognition.”
He added: “Our new Evolve store will transform larger retail footprints, with the existing Hudson convenience model in mind, to curate a multi-brand concept that will allow Hudson to continuously innovate for the modern travel retail environment now and into the future.”
Hudson said that the concept of the new shops centres around integrated brand partnerships and experiences, building on its first shop-in-shop partnership with Sunglass Hut and its blended store concepts such as Ink by Hudson and Dunkin’.
One of the initial brand partners for Evolve is Art of Shaving. CEO and Managing Director Falguni Desai said: “We are thrilled to partner with Hudson, especially given the pent-up demand for travel that will be unleashed in the coming months.
“The Art of Shaving prides itself in having a comprehensive, luxurious, and barber-endorsed lineup of skincare products that are made from fine botanical ingredients.
“Personal health and hygiene are more important now than ever and we know grooming plays a critical role in this self-care.”
Hudson also said that Evolve will feature a mix of nationally-recognised and up-and-coming local brands highlighted in seven product categories.
No two Evolve stores will be the same, the travel retailer pointed out, with the selection and number of brands represented in each store specifically tailored to the unique airport destination. This will allow for the flexibility to quickly interchange brands based upon demand, seasonality, or trend changes.
The shop-in-shops will be staffed by Hudson team members serving as brand ambassadors, offering product demonstrations and backed with product expertise and training.
Some of the products that will be available in the Evolve stores include:
Sunglasses
• Luxury eyewear from Sunglass Hut, including styles from Oakley and Ray-Ban
Electronics & Entertainment
• Electronics and audio products from Brookstone, including Apple, Bang & Olufsen, Beats, Belkin, Bose, Sony, Samsung and Wicked
• Toys from Lego and a curated collection of STEM (science, technology, engineering and maths) products for children of all ages
Personal Care & Wellness
• Health and wellness devices from brands including HoMedics and Hyperice
• Premium beauty and skincare products from Burt’s Bees and The Art Of Shaving
• Cosmetics from brands including CoverGirl, L’Oréal, and Sally Hansen
Luggage & Writing Instruments
• Travel bags from Briggs & Riley, Herschel Supply Co. and Tumi
• Fine writing instruments and journaling accessories from Caran d’Ache and Lamy
Accessories & Apparel
• Sock styles from Happy Socks and Stance
• Leather gifts from Royce New York
• Underwear and apparel from Bread & Boxers
Local Goods & Souvenirs
• Localised merchandise, including products from local artists, suppliers, entrepreneurs, and US sports teams
Travel Essentials & Snacks
• Classic travel essentials, as well as newly-expanded confectionery offerings and Hudson’s proprietary brand line, Traveler’s Best
