FRANCE. Two years after entering the European market through its LeShuttle partnership, Ospree Duty Free (by Mumbai Travel Retail Private Limited/MTRPL) has completed a major evolution of its retail offer at the Eurotunnel terminal in Coquelles.
As reported, the revamped Le Marché Duty Free store now features a more open layout, stronger localisation and an expanded category mix shaped by consumer insights.
Speaking exclusively to The Moodie Davitt Report during the opening event yesterday (4 June), Ospree Duty Free CEO Gaurav Singh said the redevelopment was guided by two central ambitions: creating a welcoming environment and delivering a genuine sense of place.
The previous layout restricted visibility across the store, Singh explained. “There was a wall running through the middle of the store, so customers were forced to follow a specific route.
“What we wanted was openness, increasing visibility for the overall offer.”
Just as important was creating a destination that reflected its French location.
“We wanted a centrepiece that would deliver true sense of place,” he said. “I’ve coined the term ‘food souvenirs’ – traditionally, people think of souvenirs as something decorative, but in France, food, cheese and confectionery are part of the cultural experience.
“The challenge was how to bring that to life within the store and create an experience that customers can enjoy as they move through the space.”
This led to the creation of ‘A Taste of France’ – a circular space highlighting local artisanal products from truffle oil and sauces to macarons and Champagne.
According to Ospree, Le Marché Duty Free is now one of the few duty-free stores where wine has been established as a standalone category rather than being grouped within spirits & wine.
The retailer has also introduced products tied to local sporting events. One example is an exclusive Le Mans-themed fragrance collection aimed at travellers returning from the popular endurance race.
“We’ll continue to build exclusives like this,” an Ospree representative remarked during the store tour. “A lot of people come back from the Le Mans race and those fragrances become both a souvenir and a gift.”
The beauty offer has also expanded significantly, with new additions including Jo Malone London and a growing Korean beauty assortment.
“K-beauty is a category we’re actively building because younger consumers are embracing everything connected to Korean culture, whether that’s beauty, music or entertainment,” Singh said.
Early signs suggest the strategy is working. He added, “People are loving this section, which is exactly what we hoped.”
Built around the traveller
The redevelopment forms part of a broader commercial strategy that has already delivered double-digit growth since Ospree assumed operation of the business.
Asked what had driven that growth beyond the physical refurbishment, Singh pointed to extensive consumer research.
“We looked closely at what categories were missing and what was missing from the overall experience,” he said.
“A strong sense of local identity was missing, so we focused heavily on that, alongside new categories that customers are browsing for.”
Technology is also playing an increasingly important role.
“In India we use technology across the board for customer onboarding and engagement,” Singh said. “We’re now looking at how we can bring that approach here.”
Digital screens positioned throughout the store form part of that strategy and will continue to evolve through seasonal campaigns.
He added: “The bright orange and red colours you see today are linked to our summer campaign.”
From transition to traction
For LeShuttle, the project represents far more than a retail refurbishment.
Eurotunnel, LeShuttle Chief Commercial Officer Deborah Merrens said Ospree’s first two years operating the business allowed the retailer to understand the location dynamics.
“This is not an airport – we offer a unique retail environment,” she told The Moodie Davitt Report. “Ospree has taken the time to understand both the place and our customers, refining the retail concept along the way. The result is exactly what we hoped for.”
The response from travellers has been encouraging.
“We know customers like it because since Ospree completed the transition we’ve seen a positive uplift.”
Merrens also praised the collaborative approach taken throughout the redevelopment, particularly the effort to protect the traveller experience during construction.
“At the very beginning we asked for minimal disruption because customers have certain expectations when they travel through here,” she said. “We didn’t want to restrict that experience, so the work was completed in phases.
“This store is a key strategic pillar for LeShuttle. We view it as an integral part of our journey from being a functional location to becoming an experiential brand.
“The partnership with Ospree has delivered a series of wonderful collaborations and is built on trust, passion and a shared commitment to our customers.”
She added: “The design is rooted in the identity of the region and gives a genuine sense of place. The expanded offer includes local wines, artisanal products, technology and beauty ranges, giving customers more choice and better value than before.”
Advocacy in action
The significance of the location extends beyond the store itself.
Speaking at the official opening, European Travel Retail Confederation President Nigel Keal reflected on the industry effort required to restore duty-free sales at the Tunnel following Brexit.
While duty free returned for airport travellers moving between the UK and EU after Brexit, European legislation did not initially accommodate Eurotunnel passengers.
“My organisation, together with associations in France and with fantastic support from Eurotunnel, spent two or three years working to secure an exemption,” he said.
“If you look at the legislation today, this location is an exception.”
The achievement, he said, highlighted the importance of industry advocacy at a time when duty-free concessions continue to face pressure around the world.
Keal emphasised, “Governments everywhere are under financial pressure and many are looking at ways to bring spending back into domestic markets.
“That means our associations have an important role to play in protecting the long term future of duty free and travel retail.”
An eye on the future
For Singh, the successful transformation of the LeShuttle store also reinforces Ospree’s confidence as it explores future opportunities beyond its home markets.
“This business has given us an incredible amount of support in this part of the world,” he remarked.
Asked whether Ospree is considering further expansion in Europe, Singh indicated that the company is now well positioned to pursue regional projects.
“We’ve reached a stage where we are ready to pursue new opportunities,” he said. “If the business case is right, we’re open to expansion.” ✈
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