Introduction: “Today is the day.” So says Amsterdam Airport Schiphol Chief Commercial Officer Arthur Reijnhart as he addresses the milestone launch of Today Duty Free in Lounge 1.
Speaking to The Moodie Davitt Report Brands Director Hannah Tan yesterday (30 June) with the launch just a few hours away, Reijnhart outlines a vision that goes far beyond rebranding. A total makeover of the duty-free offer, the 1,500sq m store marks the first physical representation of Schiphol’s joint venture with Lagardère Travel Retail and the first major step in a duty-free transformation that will reshape the airport’s core-category offer.
Standout elements include a simplified price promise to all passengers regardless of destination; an enhanced and immersive store design; and a commitment to sustainability and local identity.
Reijnhart also reflects on Schiphol’s strategic shift from low-cost growth to a new focus on quality and customer-centricity – a transformation the Today Duty Free concept aims to lead.
In this interview, he details the rationale behind the rebrand, the partners’ ambition to double the duty-free business over the next decade and the values driving Schiphol’s next retail era.
A new day at Schiphol Airport
On the record with Arthur ReijnhartOn the spirit of the rebrand: “Among all the options we explored, Today Duty Free stood out because it captured both immediacy and emotion. It reflects the role we play in our passengers’ lives and aligns well with Schiphol’s broader brand.” On the human touch: “Experience is everything – and for me, it starts with the human element. Personal service makes all the difference.” On the price promise: “With Today Duty Free, we’re introducing a simpler, clearer price promise. Regardless of your destination – whether you’re travelling inside or outside the EU – you receive the same duty-free benefits.” On the biggest priorities: “The goal is to drive growth across several levers: increasing footfall, attracting new customers, improving conversion and boosting average spend per passenger.” On why he believes Today Duty Free will be a success: “We think the offer we’ve created – better products, better service, better communication, clearer pricing – will act as a magnet for travellers.” |
For Amsterdam Airport Schiphol Chief Commercial Officer Arthur Reijnhart, Today Duty Free is more than a name change.
It represents a full repositioning of the passenger retail experience – centred on transparency, price consistency, elevated service and a stronger emotional connection with the traveller.
“Today is the day,” he says. “We’re launching our first major duty-free store in partnership with Lagardère at Lounge 1 – and with it, our new retail brand: Today Duty Free.
“The store opening marks a new chapter in our wider transformation. Today Duty Free isn’t just a new name – it’s a complete repositioning of Schiphol’s core-category retail offer. It’s the first physical expression of our joint venture with Lagardère, which we announced at the end of last year following an extensive European tender process.
“Lagardère emerged as the winning partner, and we’ve established a 70/30 joint venture together for duty free [Lagardère Travel Retail owns 70% of with the remaining 30% held by Schiphol Group]. Since then, we’ve worked hard to reimagine the duty-free experience from the ground up.”
As reported, the joint-venture contract covers almost 30 stores, combining perfumes & cosmetics and sunglasses spaces, with other areas dedicated to liquor, tobacco & confectionery.
Asked what differentiates the Today Duty Free offer, Reijnhart explains: “First and foremost, the store environment itself. When you walk into the Today Duty Free store in Lounge 1, you’re immediately immersed in an experience that is both elevated and welcoming. It’s a large space, but it still feels personal.
“There’s a wide range of high-quality brands and products, but also a strong emphasis on service. That’s something we’ve worked hard to improve – whether it’s skincare consultations, storytelling around the brands or beauty advice, we’re offering more than just product; we’re offering expertise and connection.
“The layout is also designed to encourage exploration” he adds. “Rather than a straight path, the store meanders and invites passengers to linger, discover and engage. Crucially, there’s a much more prominent personal touch. It feels less transactional and more tailored to individual needs.
“When I visited the store last Saturday – when we were still putting the final touches in place – the energy was already there.”
Following the Lounge 1 opening the partners will be unveiling additional Today Duty Free locations in lounges 2 and 3 over the next two years. This is part of a wider consolidation of the duty-free offer with a focus on bigger stores that combine more categories under one roof, streamlining from 19 stores to ten bigger stores in the Today Duty Free format.
“They’ll share the same core concept, but there will be local adaptations depending on the passenger profile of each lounge,” Reijnhart explains. “For example, Lounge 1 sees a lot of European travellers, while Lounge 2 may cater more to long-haul and once-in-a-lifetime trips. That could influence the assortment – perhaps leaning into more premium items for long-haul passengers who are in a different mindset.
“But the core brand principles – especially the price promise – will remain consistent across all stores. Whether you’re shopping in Lounge 1, 2 or 3, you’ll receive the same level of service, clarity and value.”
‘Today is the day’
For Reijnhart and the Schiphol team, the name Today Duty Free is rooted deeply in the emotional rhythm of travel – and the role Schiphol plays in that journey.
“We wanted a brand that speaks directly to the emotion of travel. Schiphol has always positioned itself as a homeport for global travellers – a place that combines the thrill of departure with the comfort of return. There’s something special about the day you fly, whether it’s for business, leisure or a long-anticipated trip. That energy – the idea that ‘Today is the day’ – really resonated with us.
“At the same time, there’s a deeper emotional layer. The familiarity of coming home, the sense of belonging – that also fits with Schiphol’s identity. Among all the options we explored, Today Duty Free stood out because it captured both immediacy and emotion. It reflects the role we play in our passengers’ lives and aligns well with Schiphol’s broader brand.”
Price promise
One of the immediate changes customers will notice is a simplified approach to price positioning, with a clear promise to deliver the best products at the best prices from day one.
Reijnhart explains, “With Today Duty Free, we’re introducing a simpler, clearer price promise. Regardless of your destination – whether you’re travelling inside or outside the EU – you receive the same duty-free benefits. That’s a big shift.
“We benchmark our prices against the high street and then apply duty-free savings for everyone. This avoids confusion or inconsistency, especially in a one-terminal airport like Schiphol which serves a lot of transfer passengers. You won’t find different prices in different locations. The same clear offer applies across the board.”
That transparency is reflected not just in the price tags, but in the communication throughout the store, Reijnhart says. “It’s an important foundation of trust with our passengers.”
Commenting on how Schiphol and Lagardère are ensuring integrity and consistency across the pricing offer, Reijnhart says: “This is something we’ve worked hard to get right. Within Today Duty Free, we’ve established a very clear pricing policy that’s jointly managed by Schiphol and Lagardère. For non-EU passengers, the duty-free benefit is passed on directly. For EU passengers, we cover that benefit ourselves – as Schiphol and Lagardère. This ensures the experience is the same for everyone.
“Behind the scenes, Lagardère brings deep expertise,” he adds. “They have the systems, analysts and infrastructure to benchmark prices daily against high street retail. They scan competitors and set prices accordingly, per category and product.
“The result is a simplified, more consistent pricing strategy that allows us to deliver a clear, confident message to the customer: we’re offering great value, transparently, every day.”
Service, sustainability and local identity
In addition to a more holistic offer and consistent pricing strategy, personal experience and service is the third major pillar of the Today Duty Free offer. Reijnhart says, “Experience is everything. For me, it starts with the human element. Personal service makes all the difference, especially in categories such as beauty and skincare where basket size is bigger. These aren’t quick or thoughtless buys. Customers want to feel informed, supported and understood.
“That’s why we’ve invested in high-quality brand ambassadors. They’re not just selling products – they’re listening to passengers, understanding their needs and offering tailored recommendations. That personal approach improves conversion, yes, but more importantly, it improves the experience.
“This is not an easy task,” he continues. “These are often high-spend transactions made under tight time pressure. It takes knowledge, empathy and confidence to make it work – and when it does, it creates real loyalty. That’s the kind of experience we’re building.”
Sustainability and a strong sense of place have long been central to Schiphol’s retail identity – values that remain integral to the vision behind Today Duty Free. “They remain key priorities,” Reijnhart affirms. “On the sustainability side, we’re tackling it at multiple levels. Soon, all inbound deliveries of products to Schiphol will shift to electric vehicles, removing fossil fuels from the equation. In terms of store construction, we use circular design principles – meaning the materials can be dismantled and reused or properly recycled when the store reaches end-of-life.
“Then there’s the assortment itself. We focus on high-impact areas. In food, that means reducing red meat. In core duty-free, we’re seeing how we can make improvements on chocolate – one of the most carbon-intensive categories.
“As for local identity, we’re mixing globally recognised names with up-and-coming Dutch brands. That’s particularly visible in the beauty space, where you’ll see some exciting young Dutch players alongside the international names. It’s about creating a retail space that reflects both the world and Amsterdam.”
Schiphol Group and Lagardère Travel Retail believe they can double the size of the duty-free business at Amsterdam Airport Schiphol over the next decade. Reijnhart points to the launch of Today Duty Free as a pivotal first step: “It’s a bold target, but we believe it’s achievable – and the opening of Today Duty Free is the first proof point. The goal is to drive growth across several levers: increasing footfall, attracting new customers, improving conversion and boosting average spend per passenger.
“We think the offer we’ve created – better products, better service, better communication, clearer pricing – will act as a magnet for travellers. Once they’re in the store, we expect the quality of the experience to lead to more meaningful transactions. We’ll also gain valuable insights through this launch that we can apply to future stores.”
How does this all align with Schiphol’s wider vision for the future of retail? Reijnhart says, “Today Duty Free is a key part of our transformation. After the operational crisis in 2022, we made a conscious decision to reset our strategy and refocus on quality across infrastructure, service, employee experience and retail. For years, we’d pursued growth at low cost. It increased volume, but the quality of experience suffered.
“Now, we’re investing heavily in our terminals, in our teams and in our commercial offer. Today Duty Free is a direct result of that shift, a clear example of our new direction. It’s about placing the passenger at the centre of everything we do and delivering value through quality, not just scale.” ✈
