VF Corp, owner of leading brands including Kipling, Eastpak and Timberland, has opened a series of new airport concept stores for bags and luggage in a major travel retail initiative.
A dual shop offering Kipling and Eastpak brands began trading in early May 2013 at Singapore Changi Airport. Located in Terminal 1, the 72sq m store is operated by King Power (Singapore).
“This is the first dual store opened by a fashion group worldwide, so it is a pioneering initiative,” VF Corp Head of Travel Retail Ralph Bou Nader told The Moodie Report during the TFWA Asia Pacific show in Singapore this month, where the Kipling and Eastpak brands were showcased side by side on a large stand, created to replicated VF Corp’s dual store concept.
VF Corp now has three shops in Changi Airport, all operated by King Power: the new dual store in T1, and two stand-alone Kipling shops in T2.
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VF Corp’s 72sq m dual shop offering Kipling and Eastpak brands began trading in early May 2013 at Singapore Changi Terminal 1 |
The company will be establishing a second dual store for Kipling and Eastpak covering 121sq m at Kuala Lumpur International Airport’s low-cost terminal KLIA2, which is expected to open in the fourth quarter of 2013.
Bou Nader explained that the two brands catered for completely different audiences. “Eastpak canvas bags have a casual male attitude, while Kipling is a higher priced, fashion-driven brand targeted at women.”
Bou Nader added: “Our strategy is to own the multi-brand locations in travel retail and to be pioneers in this.”
VF Corp and Rolling Luggage joint venture opens at Luton Airport
In a second initiative, May also sees the launch of The Yellow Line, an innovative new luggage concept store operated by a joint venture from luggage retailer Rolling Luggage and VF Corp. The Yellow Line is located at London Luton Airport.
The Yellow Line’s philosophy is to bring together the best urban and adventure luggage brands under one roof, in a distinctive shopping environment. The store is aimed at travellers who are seeking robust yet stylish luggage.
The store is described as a fresh, new shopping environment. The Yellow Line’s logo, in-store navigation and branding take inspiration from their airport location, with the use of aeroplane steps and luggage trolley displays. Through easy in-store navigation and eye-catching visual merchandising, yellow lines throughout the store lead customers to find the right luggage for their journeys.
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The dual shop at Changi T1 brings to three the number of VF Corp stores in the airport |
Designed to respond to the needs of the modern traveller, the extensive product selection provides options for all types of holiday, from city breaks, to family holidays, business trips and outdoor adventures.
Brands being sold in The Yellow Line include some of the world’s leading luggage labels in a one-stop shop including Eastpak, North Face, Kipling, Timberland and Napapijri, from fashionable, on-trend designs through to high-performance equipment for outdoor adventures, such as walking, climbing, ski and snowboarding holidays as well as for general adventure. The Yellow Line is said to offer one of the widest ranges of high quality products for all age groups and budgets.
The new concept store opening marks the start of Rolling Luggage’s wider strategy to provide a directional shopping experience for the time-conscious traveller, the retailer said in a press release.
Luton Airport Commercial Director Rupert Lawrie commented: “The opening of The Yellow Line concept store at London Luton, as well as being a world first, is a significant step along our path to a major upgrade of the retail and catering mix at London Luton. The addition of such exciting brands, such as North Face and Napapijri will have great appeal to our discerning passengers.”
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A wide range of luggage, bags and accessories are offered at the new Changi T1 shop |
Napapijri brand openings
VF Corp’s Napapijri brand is also extending its presence in travel retail. Regstaer/Dufry has opened a new location for the brand at Moscow Vnukovo Airport, while London Supply has taken the collection for its border store in Argentina.
Bou Nader describes Napapijri as a premium lifestyle brand, spanning bags, shoes and T-shirts as well as trolleys.
In other travel retail news, a new Kipling boutique started trading at Sydney Airport around a month ago, while Sunrise Duty Free has inaugurated a 18sq m store for the Belgian bag brand at Beijing Capital Airport.
For details, e-mail Ralph Bou Nader, Head of Travel Retail, VF Corp, at Ralph_BouNader@vfc.com
