SWITZERLAND. Philip Morris International Global Travel Retail (PMI GTR) and Lagardère Travel Retail have reinforced their long-standing partnership with the debut of a multi-category flagship at Geneva Airport.
Located at Aelia Duty Free, the concept was designed to deliver an “exceptional legal-age consumer experience” in one of Europe’s most important travel hubs, the partners said.
The Geneva flagship showcases PMI Global Travel Retail’s latest multi-category innovations, underlining its transformation strategy to address the needs of legal-age nicotine users seeking diverse choices and less harmful alternatives.
According to PMI, the store was designed to offer experiential and memorable shopping experiences for travellers. It underscores the company’s mission to move from a transactional model to one centred on premium engagement.
“This collaboration with PMI Global Travel Retail exemplifies the power of strategic alignment and a shared vision,” commented Lagardère Travel Retail Regional COO Europe & CSR Officer Lucio Rossetto.
“Across major European airports, beginning in Geneva, we’ve jointly developed dynamic, multi-category premium retail spaces that not only resonate with today’s adult travellers but also elevate the role of nicotine products as a key footfall driver in duty free.”
He adds, “By combining Lagardère Travel Retail’s operational excellence with PMI GTR’s brand expertise, we are redefining the travel retail experience and setting new benchmarks for innovation and consumer engagement.”
“This impactful renovation, delivered in close partnership with Lagardère Travel Retail, represents a strategic milestone in our shared transformation journey,” commented PMI GTR Director of Commercial Strategy, Planning & Channel Development Ugur Tanbasi.
“With strong support from our business partners, PMI Global Travel Retail is reinforcing its leadership in premium, multi-category retail execution across Europe – setting new benchmarks in the tobacco and nicotine category.”
Tanbasi added, “Tobacco and smoke-free categories remain among the most visited segments in duty free and PMI’s multi-category strategy continues to play a pivotal role in engaging adult consumers and accelerating portfolio growth.” ✈
