Instant impact: Dufry offers excitement and engagement at redesigned Birmingham Airport World Duty Free store

UK. Dufry’s revamped World Duty Free store at Birmingham Airport officially opened today with a ribbon-cutting ceremony.

The 1,790sq m store’s new design is easier to navigate, according to Dufry Managing Director UK & Germany Fred Creighton.


Refurbishment was completed in July and broadly follows the World Duty Free layout formula seen in other new and redeveloped stores.

Dufry Divisional CEO UK, Central and Eastern Europe Eugenio Andrades told The Moodie Davitt Report that while the airport store was already of a high standard, two key improvements had been made. The first was to improve the passenger flow “to help people to make choices and give them the right exposure to brands”.

The second is the assortment of new brands, with Urban Decay, bareMinerals, Elemis, Bobbi Brown and Jo Malone London added in the beauty area and Daniel Wellington and Skagen in the luxury section.

“We wanted to create a welcoming space with real impact and deliver an exciting shopping experience for customers,” said Andrades.

“With the introduction of new concepts and some of the most desirable brands, we’re confident we’ve achieved those objectives.”


Birmingham Airport Chief Executive Paul Kehoe said the store offered passengers a “world-class welcome”. He commented: “The redevelopment of the store delivers just that; it’s a vibrant space to walk through and has something to offer everyone.

“With new brands being showcased such as Jo Malone London and Bobbi Brown, passengers have the ultimate in top-end ranges, while iconic brands such as Chanel and Estée Lauder complement these new additions. World Duty Free has been a partner for many years and it constantly re-energises itself.

“This new store concept and the brands they have delivered have created a fantastic retail space that really does have something for everyone. We are delighted to have them as a partner of Birmingham Airport and look forward to working together in the future.”

Creighton said the store was well positioned to capitalise on passenger growth. About 11 million travellers use the airport every year, while the impact of HS2 (a planned high-speed railway linking London to Birmingham in just over half an hour) could lead to further growth.

The store has been redesigned with the passenger mix in mind – which Creighton said was 80% leisure travellers and 20% business. EU and domestic passengers account for 75% of the total.


A white spirits area, which Store Manager Shaun Stanley said was the biggest growth category – particularly with the popularity of gin – is positioned at the front of the store. The range of British gins and local spirits such as Chase Vodka help create Sense of Place, he said.


A new sampling bar allows the company to showcase different brands, mainly exclusives. “It is about matching the products to the right passenger profile,” Stanley said. Grant’s Elementary is currently on display, prompting triple-digit growth – a growth which Stanley said is typical during activations.


The 775sq m beauty area opens with a number of “buzz brands” such as Urban Decay. It is the most pre-ordered brand at the store, according to Dufry Commercial Director UK & Germany Debbie Ansell.

A value area also features prominently, highlighting the wide range of price points available. Consultation areas and beauty treatments are also important elements, Ansell noted.

Every floor gondola has been lowered throughout the beauty area to increase visibility and enhance shelf space, while the walkway is closer to the boutiques. “It is all about being able to see the products,” Ansell said.


One key addition is the Jo Malone shop-in-shop, which Ansell said was the number one gifting brand.

A World of Whiskies specialist shop has been incorporated into the main store, immediately after the beauty area. It offers increased range and depth, according to Stanley, while a rare and vintage section targets collectors.

Trained staff offer product sampling and expert advice. The three biggest-selling brands – Chivas Regal, Johnnie Walker and Jack Daniel’s – have their own wall bays, while all other products are displayed by region of origin.


“It’s an interactive space and has seen malts grow massively,” said Stanley.

The 174sq m luxury area features an updated sunglasses section with stronger personalisations and the latest designs from brands such as Ray-ban and Oakley. A more contemporary fashion watches area is perhaps the biggest change, according to Dufry Global Category Manager Watches and Jewellery Moyra Race, in terms of “the quality of the range, the atmosphere and the way we display the products”. It offers brands such as Michael Kors, Armani and Daniel Wellington alongside Hugo Boss, Swatch, Skagen and Casio.

cadburyBirmingham is recognised as being the home of Cadbury and the store’s 60sq m confectionery and food area gives special emphasis to the brand with a bespoke stand and visual.

The 28sq m souvenirs and toys areas also helps create Sense of Place with a range of products linked to Shakespeare and his home town of Stratford-upon-Avon, which is close to the airport. The section has grown the most in sales percentage terms since the refurbishment was completed in July, according to Stanley.


Visuals of local landmarks at the till points add to the Sense of Place.

Look out for our full report in this week’s edition of The Moodie Davitt e-Zine, and see below for more images from the official opening.









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