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The new WDF Sunglasses outlet features a strongly personalised Ray-Ban back wall |
UK. Following the recent refurbishment of its main World Duty Free store at Edinburgh Airport, WDF has opened three new stand-alone stores at the airport – Jo Malone, MAC and Sunglasses.
The Jo Malone and MAC spaces have their own visual identity but customers can move freely from one to the other. The 57sq m dual concept store was developed by WDF with Estée Lauder.
WDF said: “Visitors to Jo Malone can enjoy discovering the unique collections of colognes, body lotions and creams, bath oils, shower gels and home fragrances, whilst in MAC they can find a range of over 800 items of make up, make up accessories and exclusive products specifically designed for travel retail.”
The third store is WDF’s own specialist Sunglasses brand. The new 53sq m boutique store stocks a more extended range of sunglasses than the main store to offer customers more choice, along with a selection of new brands including Tiffany, D&G, Fendi and Pucci.
For the first time, Ray-Ban has a vast personalised area on the back wall of the store with its iconic “˜Never Hide’ design. The display unit also features Ray-Ban’s new “˜categorisation’ of sunglasses into easy-to-recognise sunglasses styles, with columns dedicated to Ray-Ban’s Rare Prints, Icons (including Aviators and Wayfarers), Classics, Polarised and Tech designs.
The display of the sunglasses in the new store has also been altered. Frames are no longer “˜boxed’ in individual squares in the wall units, but are free standing and easier for the customer to handle, try on and experience, said the retailer.
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Passengers can move freely between the adjacent MAC and Jo Malone outlets |
WDF Commercial Director Jo O’Connor said: “The stand-alone store concept is one that we have had great success with – our customers enjoy the option of a more bespoke store environment and the increased focus on a specific product area. We’re delighted to have been able to work so closely with Estée Lauder to develop this exciting “˜dual store’ format for both the MAC and Jo Malone brands. It’s a real first and since it officially started trading on 21 October is has proved to be a huge draw for customers.
“Our specialist Sunglasses store reflects our commitment to delivering outstanding product choice, value and customer service and these three new stores will offer an exciting and further improved retail experience for those travelling through Edinburgh Airport.”
Edinburgh AirportManaging Director Kevin Brown said: “The response from passengers on the way the new departure lounge is developing is fantastic. Key to this is the range of high quality retailers including the new additions from WDF. We’re committed to giving our passengers a great choice of routes and great airport in which to start their journeys. Working in partnership with WDF allows us to go a long way to achieving that.”
Background: WDF’s main World Duty Free store in Edinburgh Airport was re-designed and re-located as part of Edinburgh’s Airport overall terminal refurbishment and was officially launched on 2 July 2010. This new main store has 645sq m of retail space and features a “˜store within store’ format, with the inclusion of the new look World of Whiskies specialist store.
