JORDAN. Jordan Duty Free Shops (JDFS), which operates a diplomatic shop in Amman and 16 other arrivals and departures border outlets at 10 locations throughout Jordan, opened a modern store on the Syrian border at Jaber on 14 July.
JDFS Commercial Manager Ashraf Mousa Hammuri told Travel Retail Markets Middle East & Africa: “We believe that this new shop has tremendous potential, as the Jaber border traffic has increased tremendously over the last two years. It is intended to serve as an arrival and departure store for the busy two-way traffic. We have all been engrossed in getting this project on the way.”
He added: “This new outlet of 700sq m and a warehouse, is our flagship border store, furnished to a very high international standard, not just a pre-fabricated building. Modern, with state-of-the-art furniture, it has an inviting ambience; it is to become the standard model, based on which our other outlets will be refurbished.
“We have catered to all our passengers’ needs and are concentrating on gifts, toys, confectionery and Jordanian items, such as the Dead Sea products. We naturally stock other popular items – luggage, tobacco, perfumes, liquor, electronics, even greeting cards. For the first time we have a jewellery corner by Damas.”
Hammuri said that frontier traffic in 2003 had risen to 3 million visitors, who crossed between Syria, Lebanon and Jordan. “In order to go by road to the Lebanon, one has to cross the Jordanian-Syrian border at Jaber. In the last two years, we have also noted a great many visitors from the Gulf, who have now become frequent visitors to this region. Regional tourism is on the rise and this year we expect an increase of about +20% on the 2003 figures.”
The other crossing to Syria is at Ramtha, where JDFS also has an outlet, but it is mainly used by people living in the north of Jordan. On the Syrian side is another duty free shop run by the Makhloufs, who operate Damascus Duty Free, Aleppo Airport and other duty free shops within Syria. While acknowledging the serious competition, Hammuri said he is confident of success, thanks to the high standard of presentation and ambience at the JDFS store.
JDFS aims to serve traffic in the ‘Bilad As Sham” – the old name for the country that comprised the territories of Lebanon, Syria, Jordan, Palestine and Israel.
Ashraf Mousa Hammuri, who has a retail background in both Kuwait and Dubai, joined JDFS in January 2004. He commented: “The duty free business is very different from downtown retailing. It is fast-moving, exciting and highly competitive. While it presents great international opportunities to meet people, it is far from being easy. I find it extremely exciting, as it presents a challenge, tests one’s creativity and demands constant improvement, while keeping up with the latest developments. I am now looking forward to visiting Cannes.”
*Travel Retail Markets Middle East & Africa is edited and published by Soraiya Qadir. It works closely with The Moodie Report in a mutually co-operative informal alliance. For subscription details on this respected specialist title for the Middle East & African duty free markets, contact Soraiya Qadir by e-mail at Soraiyaqadir@aol.com
