INTERNATIONAL. Lagardère Travel Retail has introduced a new brand signature themed ‘Relay what moves you’ to underline its Relay brand’s growing success as a one-stop-shop destination retail offering.
The revamped signature, accompanied by a newly released video (see below), was first revealed during the 2023 tender for the Groupe ADP Extime Travel Essentials Paris joint venture at Paris Charles de Gaulle and Paris Orly airports.
As reported, Groupe ADP awarded the contract to Lagardère Travel Retail as a co-shareholder of the travel essentials business, mainly under the Relay banner. The agreement runs for ten years from 1 February this year.
Lagardère Travel Retail told The Moodie Davitt Report the new-look brand signature will be rolled out during Relay openings in France and abroad over coming months.
The French travel retail powerhouse said 2023 was an “extraordinary year” for Relay. It explained the redefined brand signature reaffirms a commitment to providing travellers with more than simply products to transform travel into enjoyable and personal experiences.
The long-established travel essentials brand caters to a variety of shopper profiles from daily commuters to long-haul adventurers.
Singling out standout moments from 2023, Relay said it celebrated the renewal of two key partnerships in France with Groupe ADP (airports) and SNCF (railways), the contracts playing a pivotal role in shaping the success story.
Additionally, the brand expanded in Austria at Vienna Arport; at Prince Mohammed Bin Abdulaziz International Airport in the Kingdom of Saudi Arabia; and in India, through franchise partner Travel Retail Services.
Exciting openings are on the horizon in Peru, representing Relay’s debut in South America, the company said.
Lagardère Travel Retail EVP Travel Essentials Nathalie Simon commented: “Relay is a globally recognised brand for travellers worldwide, and for many marking the beginning of their journey.
“We aspire to transform Relay stores from a location to a brand known for its advanced convenience spirit. Our commitment to sustainability is reflected in our actions, ensuring travellers have access to the best essentials while embracing a future of more responsible consumption.”
Relay originated in 1852 as Bibliothèque de Gare in Paris. It has evolved into the globally renowned brand specialised in airports and train stations.
The brand is present in more than 28 countries and 1,000 stores, offering an extensive range of products, including food-to-go, tech, hygiene and beauty products, and apparel.
The company underlined a commitment to reducing its environmental footprint, thus contributing to more responsible consumption in travel retail. Initiatives include energy consumption reduction, product offering enhancements, plastic minimisation and solutions to address food waste.
A Relay laboratory store, set to open at Paris-Charles de Gaulle Airport, will further test innovative products and disrupt conventional offerings to meet the needs of more eco-conscious consumers, the company noted. ✈
