USA. British fragrance house Penhaligon’s recently opened its first travel retail counter on the US west coast with DFS Group at Los Angeles International Airport.
Located in the Tom Bradley International Terminal, the opening on 13 November represents Penhaligon’s first travel retail Americas launch with DFS since the brand became part of the Puig family. Puig brand Byredo opened through DFS at the airport in August 2024.
The brand owner said the launch reinforces its strategy to develop niche fragrance brands in high-profile international travel retail locations.
The new counter introduces Penhaligon’s William’s Green retail concept to the Americas travel retail channel. The concept brings the brand’s heritage to life in a contemporary retail environment tailored to international travellers, said a Puig statement.
The space features a marble counter, a curated presentation of popular products, a dedicated gifting and wrapping area and zones for new launches and novelties, under an “open and inviting layout”.
A central feature of the counter is the Mansion installation, which showcases Penhaligon’s Portraits collection. The architectural display serves as a strong visual anchor within the DFS store.
Personalisation is a prominent part of the experience with travellers invited to engage through fragrance profiling, locally tailored on-counter activations and seasonal storytelling moments throughout the year.
To mark the opening, Penhaligon’s and DFS hosted an in-store celebration on 4 December featuring live music, engraving services, drinks and sweet treats. The event offered guests an early introduction to the William’s Green concept and highlighted the brand’s gifting and personalisation credentials.
Puig Global Travel Retail Executive Vice President Kaatje Noens remarked: “This opening marks an important step in Penhaligon’s development across Travel Retail Americas and reflects our long-term commitment to the channel.
“Introducing the William’s Green concept at LAX allows us to showcase the brand through elevated, experiential retail in one of the world’s most influential international airports. Working with DFS, we are creating environments that encourage discovery, personalisation and sustained engagement with travellers.”
DFS Senior Vice President Merchandising Amael Blain added: “Penhaligon’s is a highly distinctive fragrance house with strong storytelling and gifting credentials, which makes it an excellent fit for our international traveller audience at LAX.
“This opening reflects our shared ambition with Puig to introduce differentiated concepts that elevate the travel retail experience, while responding to growing demand for personalised, niche fragrance offers. This retail concept at LAX brings a sense of discovery and theatre to the category, supporting both customer engagement and long-term category growth.” ✈
