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LS travel retail has hailed its new Buy Paris Duty Free store as a landmark in its evolution |
FRANCE. LS travel retail today unveiled its retail offer at Paris Charles de Gaulle Airport S4, the new boarding satellite serving Terminal 2E – described as “a new vision for duty free and luxury in travel retail”. The area houses a department store-style Buy Paris Duty Free outlet, plus a 1,500sq m fashion zone called L’Avenue and the launch of a new format FNAC multi-products store (see below).
As reported last week, S4 serves Air France and its SkyTeam partners, and features 6,000sq m of commercial space in total.
The Moodie Report will be bringing extensive reportage of the stunning new facility later today, complete with audio, video and picture gallery coverage and comment from LS travel retail, Aéroports de Paris and the two companies’ SDA joint venture at Paris airports.
The focus is on three key categories: beauty, fashion and gastronomy. LS travel retail said the opening of the Buy Paris Duty Free flagship store marks a highlight for its SDA partnership with Aéroports de Paris after the launch of the first such unit in March, located in the connecting building between Terminals 2A and 2C at CDG.
With an area of 2,200sq m, making it the largest store to date at both Paris airports, the new Buy Paris unit in S4 breaks from traditional airport store design, the retailer said. It is said to “offer passengers a luxury shopping experience in sophisticated and serene surroundings whilst providing a real sense of place through the design and furnishings.”
LS travel retail EMEA, COO Vincent Romet said: “This project is important for us in terms of visibility to brands and landlords, and also for our ambition in travel retail as a whole. The idea of LS travel retail is being materialised here and it gives a taste of what the company is prepared to do to grow worldwide.”
Aéroports de Paris Retail Director Mathieu Daubert explained that the new area will be AdP’s new model for retail space organisation at all new locations, and is an integral part of its plan to boost sales per passenger by about +50% between 2009 and 2015.
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The Buy Paris Collection is a new luxury goods concept unveiled here at Paris Charles de Gaulle S4 |
The architecture of the store concept is described as “unmistakably Parisian”. It is said to feature “clear and inviting access to products in a stylish environment, supported by exemplary customer service and engaging category formats, such as superdeals, exclusives, new launches, as well as enhanced customer service and shopping support”.
There are corners dedicated to brands such as Chanel, Dior, Guerlain, Lancôme, Clarins, Fauchon, Moët & Chandon, Veuve Clicquot and Mariage Frères, each with customised displays.
All products are grouped by brand for easy identification by customers, said LS travel retail. In Perfumes and Cosmetics, the use of display tables encourages customers to try the products. In-store service has been further expanded with Nails Bar Inc making its Paris debut.
In liquor, whiskies, Cognacs, Champagnes and wines are presented in personalised spaces. In a new concept, the Great Cellar celebrates 30 rare wines in a space where connoisseurs can take the time to explore the range and benefit from expert advice.
The food offer is led by French specialist foods, luxury chocolates and wines as well as regional speciality cheeses, olive oils, foie gras and smoked salmon. Self selection is encouraged and there is an extensive tastings programme, plus two corners host Fauchon (with its macaroons) and Mariage Freres (speciality teas).
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Gastronomy, led by top French brands, is one of the signature categories in the new store |
The retail offer is also marked by new spaces with a selection of best sellers and exclusives:
“˜Miniatures’ – a range of popular formats designed for travellers;
“˜Airportunities’ – a range of exclusive products across categories;
“˜Now’ – a presentation of new products in travel retail;
“˜Top 10′ – dedicated to the best-sellers, including international favourites;
“˜Super Deals’ – a programme of special promotions emphasising value at Buy Paris.
The fashion offer is focused on the new fashion retail area, called L’Avenue, which provides ten mono-brand stores (totalling over 1,500sq m) by LS travel retail. The brands here include Hermès, Bottega Veneta, Longchamp. Salvatore Ferragamo, Tod’s, Ralph Lauren, Lancel, Burberry, Chloé and Bvlgari.
LS travel retail also offers a new multi-brand fashion concept store – Buy Paris Collection – in a shop said to be reminiscent of the great Parisian stores. Brands offered in-store include Repetto (opening its most prominent retail space at an airport), Vanessa Bruno, Zadig & Voltaire, Marc by Marc Jacobs, Gerard Darel and Swarovski.
LS travel retail places said it placing special emphasis on customer service. Staff speak languages such as Russian, Chinese, Japanese, Portuguese and Korean. There is also a range of add-on services are provided across the categories, including the Shiseido Magic Mirror.
Romet said: “Together with Aéroports de Paris, we are proud to launch this latest flagship store and also reveal our new Buy Paris Collection store, which builds on the success of our unique Buy Paris Duty Free walkthrough store concept. The concept has definitely established a new standard in the travel retail experience, in terms of both economic performance and also in delivering an outstanding customer experience for the millions of travellers passing through Paris-Charles de Gaulle.”
Daubert added: “The flagship concept store and new Buy Paris Collection offer is a culmination of our desire to combine our considerable knowledge and understanding of the shopper profiles here in Paris with absolute best in class standards of retailing. The result is a store concept that delivers a unique and magical experience.”
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The store design is said to be unmistakeably Parisian |
In addition, LS travel retail has launched a new format FNAC store at an airport. This innovative small format store concept (60-105sq m) from one of the leading names in French domestic retail brings an extensive range of products selected to address the needs of the traveller, including music, electronics, chargers, cameras and children’s games. The partnership, developed with LS travel retail currently aims to develop a network of six of these new stores across the Paris airports, including five Paris CDG locations (terminals E, S4, A, and two at S3) and also one at Paris Orly. The next phase of openings is scheduled for the beginning of 2013. The partnership has already developed a number of railway locations across Paris and France.
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