US. Swarovski, in partnership with retailer Corliss Stone-Littles LLC, is set to open a licensed boutique at Detroit Metropolitan Wayne County Airport in mid-November.
The opening is part of Swarovski’s plans to develop its licensed boutique business by targeting airports, casinos and shopping centres. The 430sq ft space in Detroit will offer Swarovski’s full range of fashion jewellery and watches, as well as home accessories and décor objects.
“Swarovski’s strong track record with airport locations led us to pursue the opportunity at the Detroit Metropolitan Wayne County Airport,” said John Heidt, Vice President Retail for Swarovski North America Limited’s Consumer Goods Business. “Our plan is to grow our airport licensed boutique business by partnering with experienced and forward-thinking retail companies like Corliss Stone-Littles.”
Corliss Stone-Littles has 15 years of experience running retail concessions in airports for a variety of brands, including Sunglass Hut and L’Occitane. It currently operates more than 50 retail concessions in nine major metropolitan airports including Chicago O’Hare, Hartsfield-Jackson Atlanta, Dallas/Fort Worth and San Francisco.
The space concerned became available when the airport authority split one large retail space into two smaller sections, providing an opportunity for two premium brands to create standalone boutiques. Corliss Stone-Littles will operate the Swarovski concession as well as a L’Occitane store in the other portion of the space.
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The new Detroit boutique will be the first US airport location to feature Swarovski’s “˜Crystal Forest’ retail design concept |
“We are delighted Swarovski and Corliss Stone-Littles are bringing a prestigious, world-class retail brand to the Detroit Metropolitan Wayne County Airport,” said Wayne County Airport Authority CEO Turkia Awada Mullin. “Swarovski’s brand is widely recognised by travellers from around the world that pass through our global gateway and will be a perfect addition to our roster of local, national and international concession offerings.”
“Swarovski is an exciting addition to our portfolio of retail partners,” said Corliss Stone-Littles, Managing Partner of Corliss Stone-Littles LLC. “Swarovski is an ideal partner for us because we both share common brand values of innovation, quality and superior customer service to the passenger.”
Swarovski has 17 licensed boutiques in the US, including four airport locations. The company plans to open 14 additional boutiques by the end of 2012, with at least three of the new locations in airports. Sales per square foot for Swarovski licensed boutiques range from US$1,500 to US$5,000, depending on the venue and the size of the space, which varies from 150 to 1,000sq ft. The brand’s current airport locations include New York JFK Airport, Hartsfield-Jackson Atlanta International Airport and Philadelphia International Airport.
The new Detroit boutique will be the first airport location in the US to feature Swarovski’s “˜Crystal Forest’ retail design concept, which was created in collaboration with Tokujin Yoshioka, winner of the 2007 Design Miami Designer of the Year award. The design highlights Swarovski’s crystal-cutting expertise, craftsmanship, creativity and innovation. Key elements of the design concept are crystal strand panels, a Chrysalis chandelier, a stainless-steel prism exterior, textured walls featuring reflective white prisms and white lacquer and mirror stainless-steel finishes.
Swarovski has a network of nearly 300 directly-operated stores in North America. The brand’s global retail operation comprises more than 2,000 outlets.
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