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Fusing fashion and sport: The 133sq m Düsseldorf Airport concept store has a modular store design containing various elements that can be mixed and matched in different ways, giving it an individual style |
GERMANY. German sports lifestyle brand Puma has opened its second owned and operated airport concept store at Düsseldorf Airport, just a few weeks after the debut of the company’s Copenhagen Airport shop.
With the opening of this new boutique, Puma now operates two owned and operated airport concept stores and ten shop-in-shops with wholesale partners at ten different airports.
The latest store is located landside at Düsseldorf Airport on the Departures level and showcases Puma’s Sportlifestyle collections over 133sq m.
Because it is the company’s first store in the city, the company chose a landside location “not only to invite travellers departing from the airport but also High Street customers to visit the store and experience Puma’s Sportlifestyle collections”.
The Düsseldorf outlet features the same store design as the recently opened Copenhagen Airport concept store.
The design elements are adapted to the specific needs of the airport retail environment. Due to the lack of storage space, the different store elements have been customised with extra drawers.
Flexible store design
The design features a flexible modern concept, where all of the fixture elements are positioned in the space by being mounted on the walls, laid on the floor or suspended from the ceiling. The modular design contains various elements that can be mixed and matched in different ways, giving each store the opportunity to create its own individual style.
The product assortment has been carefully selected, keeping the needs of both travellers and High Street customers in mind and in serving them with an unforgettable shopping experience, said Puma.
The store will feature the Sportlifestyle and Sport Fashion collections with footwear, apparel and accessories.
“We are excited about opening our second owned and operated Puma Airport Concept Store at Düsseldorf Airport,” said Puma Global Travel Retail Manager Thomas Henningsen. “The airport has a proven track record in driving the landside business forward. The airport’s commitment to providing customers with unique and exciting shopping experiences has a great appeal on traveling customers and brands alike.
“This brings our portfolio to 12 POS in travel retail, of which two are directly managed by Puma,” he noted.
Düsseldorf International Airport Head of Retail Activities Ilse Ruffer commented: “Puma is one of the leading sports and lifestyle firms worldwide and stands for the combination of fashion and sports. The German company is one of the biggest international labels in this sector and sets new trends in this field. Puma is a partner we are really looking forward to welcome at the airport. It blends completely into Düsseldorf International. After all, the world meets at our airport.”
MORE STORIES ON PUMA
Puma launches concept store at Copenhagen Airport – 22/04/08
Puma names Hussein Chalayan creative director – 03/03/08
Puma belts up with Virgin Atlantic – 03/12/07
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