Victorinox partners Dufry to open multi-category shop-in-shop at Helsinki Airport

Victorinox, maker of the original Swiss Army Knife, has partnered with Dufry to open its first multi-category shop-in-shop in Scandinavian travel retail, at Helsinki Airport.

The 24sq m space showcases Victorinox’s multi-category product offering and features a broad selection of travel gear, including the Spectra Collection and the Lexicon Hardside Collection. I.N.O.X watches and multitools are also available.

A combination of natural materials with black steel fixtures aims to creates a clean, premium look and feel which echoes Victorinox’s mix of tradition and modernity

Victorinox’s shop-in-shop, located in Dufry’s, multi-brand fashion and accessories boutique, represents the first such space it has opened in Scandinavia travel retail following the formation of its dedicated travel retail team.

The concept reflects the core values of the Victorinox brand; functionality, innovation, quality and iconic design. This has been interpreted through the cross and shield logo and selection of natural materials, said the company.

Victorinox Director of Global Travel Retail Thomas Bodenmann commented: “This opening is an important step for the Victorinox brand in travel retail, marking the first time we’ll be able to bring to life our multi-category credentials together with our partner Dufry outside of Switzerland, in a dedicated airside space at a premium location.

“The opportunity is particularly interesting given Helsinki Airport’s rapid evolution into a leading long-haul hub in Northern Europe. It’s growing route network, particularly in Asia, will allow us to further build our brand with a number of key nationalities – including the Chinese, with whom Victorinox enjoys strong brand recognition. From both a commercial and a brand-building perspective, we’re extremely excited at the potential in Helsinki.”

Dufry Global Brand Manager Toby White commented: “Victorinox is a hugely-respected and iconic brand and very popular among Asian travellers, and is a welcome addition to our retail offer at Helsinki. Delivering a differentiated experience to the airport’s customers is one of our key goals so we are particularly pleased to see the brand presented in a new and unique format.”


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