Watershed moment for DFS as Waikiki downtown store reopens

USA. In a landmark occasion within its 60-year history in Hawaii, DFS Group has celebrated the grand reopening of its downtown Waikiki store in Honolulu. The store was closed temporarily in 2020 due to the pandemic.

The travel retailer said DFS Waikiki is set to redefine the world of luxury shopping for locals and visitors, offering a curated selection of more than 100 renowned brands in beauty, watches, fashion, food and more.

All consumers, locals, Mainland US residents and tourists, can shop at the store without requiring passports or boarding passes.

As always, DFS offers a strong and diverse beauty and fragrances line-up

DFS is home to Hawaii’s largest beauty hall, while also offering a luxury destination for high-end jewellery icons, unmatched fine watch assortments and an exciting collection of local treats and services, the retailer said.

Many items are travel retail-exclusives, including DFS’ Hawaii Market Collection brand, Dior La Collection Privée, Chloé Atelier, Guerlain, along with travel retail assortments for Glenfiddich, The Balvenie, and Veuve Clicquot.

Local heroes: DFS has traditionally championed Hawaiian products and the refreshed store enhances that tradition

DFS also houses the largest collection of local brands in Waikiki, featuring more than 45 local makers and artisans such as Jules & Gem, Ua Body, Lanikai Bath & Body, Wai Meli, Manoa Chocolate, Coco Moon and more.

“We are excited to welcome back locals and visitors to our iconic Waikiki store, which has been inspired by the beauty and authenticity of the islands to reimagine the DFS Waikiki experience,” said DFS Chairman and CEO Benjamin Vuchot.

“Hawaii is an important location for the DFS portfolio with its rich history and legacy in the islands. DFS is committed to continuing to introduce the best experience to Hawaii and its locations worldwide.”

The luxury store has been reimagined for the next generation of Hawaii shoppers, DFS noted. The retailer highlighted the store’s simple and elegant design, underpinned by a sustainable approach.

This yields an “elevated organic and bold design inspired by the island’s natural beauty”, DFS said.

Customers are transported into the depths of the oceans when they walk into the store as the carpet is adorned with varying shades of blues. These are chosen to accentuate the allure of the sea and Hawaii’s abundant coastal treasures.

Complementing this, intricate floral patterns and decor celebrate the Hawaii’s diversity of natural splendour and its lush vegetation.

Beauty and fragrances, always a DFS stronghold, anchors the Waikiki offer

“The grand reopening of DFS Waikiki marks a significant milestone in the world of luxury shopping in Hawaii,” said DFS Asia Pacific and U.S. Regions President Vinay Lamba.

“In addition to providing exceptional products and services to its customers, DFS is dedicated to contributing to the local community. For the reopening of our Waikiki store, we’ve partnered with Nā Kama Kai to upcycle more than 70 locally sourced surfboards into visual merchandising displays for the launch period.

“These will then be donated to the youth programs of Nā Kama Kai, a local non-profit organisation whose mission is to help children foster a connection to the ocean and to teach ocean safety, conservation, and stewardship.

“We are also selling the Maui Strong t-shirts across our stores in the US with all proceeds to be donated to support the rebuilding of communities affected by the Maui fires.”

In addition to supporting the community it serves, DFS is also committed to creating enduring employment opportunities. Since reopening, 90 percent of DFS Waikiki’s current workforce is made up of former employees, including several management staff with more than 45 years of service.

DFS said with the opening of the refreshed, one-stop shopping store it is proud to be a favoured brand with a history not only in Waikiki, but the entire state.  The retailer has operated in Hawaii since opening its first airport concession in Honolulu on 1 January 1963. ✈

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