UK. WDF’s quartet of specialist stores – opened as part of the revamped retail offering at London Heathrow Airport Terminal 4 – has added a new dimension to the retailer’s offer, according to CEO Mark Riches.
As reported on Friday, Heathrow owner BAA has invested £200 million in the redevelopment of T4, including an ambitious new-look commercial zone.
On Friday Riches led a tour of the four specialist shops (full report to follow).
WDF said it has worked in close partnership with the airport owner to develop “bespoke and specialist retail solutions, to help deliver a first-class airport experience to customers passing through the new terminal”.
Within the portfolio of WDF stores, a new look and feel has been developed for WDF’s highly successful World of Whiskies brand (reported on extensively last month); a new specialist chocolate boutique called Simply Chocolate has been launched; a new Glorious Britain store has been opened; and a Beauty Studio store has been re-designed.
DEMYSTIFYING MALT – WORLD OF WHISKIES
The new 668sq ft World of Whiskies store features a contemporary new image to help widen its appeal to a more diverse audience including young professional men and women and the whisky novice, as well as the whisky connoisseur.
Unique features include a “˜Discover your Taste’ whisky tasting bar and a “˜Rare and Vintage’ corner, along with innovative product segmentation and merchandising under emotive categories such as “˜Fireside Indulgence’ and “˜Not the Usual’, all designed to “demystify” whisky.
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Time to ‘discover your taste’ in the elegant surrounds of World of Whiskies |
RULE BRITANNIA – GLORIOUS BRITAIN
WDF’s Glorious Britain brand is BAA’s chosen retail partner for souvenirs and as part of the T4 redevelopment a new store has been opened. The 690sq ft Glorious Britain shop sells an extensive range of souvenirs and destination merchandise. Best sellers include T-shirts (750,000 each year) and key rings (300,000).
The store already stocks a 2012 London Olympic Games clothing range, which has been made available exclusively to Glorious Britain by official Games sponsor Adidas.
Glorious Britain is also redeveloping its website (www.gloriousbritain.co.uk to target customers looking for new & innovative products.
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Destination UK: Alpha’s long-established Glorious Britain concept has been fine-tuned and expanded by WDF |
RETAILING WITH TASTE – SIMPLY CHOCOLATE
This new concept was created in response to BAA’s need for a tailored confectionery offer as part of the T4 redevelopment and WDF’s own recognition of the customer demand for premium confectionery.
The specialist 433sq ft chocolate boutique store provides what WDF describes as “a prestigious and indulgent environment” for mid to luxury chocolate brands.
Customers can create their own chocolate selection from the Godiva loose chocolate counter, or choose from exclusive and premium ranges that are new to travel retail, such as Damian Allsopp, Prestat and Galler.
A selection of more mainstream chocolate brands is also offered in the store to cater for customers wishing to pick up products from familiar confectionery brands such as Toblerone, Cadbury and Lindt.
As with World of Whiskies, expert staff are on hand to provide detailed advice to customers. They also offer additional services such as gift wrapping and “˜shop and collect’, through which customers can pick up their purchases on their return journey.
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Simply the best – WDF has responded to growing customer demand for a premium chocolate offer |
MORE THAN SKIN DEEP – BEAUTY STUDIO
WDF has refurbished its popular Beauty Studio in T4 and a number of new and premium skincare ranges have been introduced including Rodial, Dr Lewinn’s, Dr Sebagh and Sisley.
The 1,615sq ft store also offers specialist and luxury skincare and make-up brands, such as MAC and Decleor, alongside more mid-market ranges such as L’Occitane, Molton Brown, Ren and Bliss.
Again, store staff have expert knowledge of the offer and can give customers specific advice on skincare products.
Look out for an extensive feature on T4 in The Moodie Report Print Edition (also available digitally), out next month.
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Well-being, luxury skincare and make-up brands are combined to strong effect at the new-look Beauty Studio |
[comments]MORE STORIES ON WORLD DUTY FREE
BAA shows off revamped T4 commercial offer as WDF takes the specialist route – 04/12/09
World Duty Free Collection store opens ahead of schedule at Bristol International Airport – 04/12/09
World Duty Free celebrates 54 years of shopping at Heathrow T2 on final day of trading – 23/11/09
