UK/FRANCE. Dufry brand World Duty Free has officially launched a refurbished store onboard P&O Ferries’ Pride of Burgundy.
The 11-deck ship has operated on the Dover to Calais route since 1993, and makes eight crossings per day, carrying 530 cars and 1,420 passengers.
Dufry said the 280sq m walk-through store was the first of 14 to be refurbished and opened across P&O Ferries’ fleet.
The store offers a selection of international and local brands across the main duty free categories, including beauty, liquor, food and confectionery, tobacco, fashion and accessories (including sunglasses), toys, souvenirs, and travel essentials.
P&O Ferries previously handled retail operations itself, but said it chose to outsource them, along with other elements, as part of a strategic vision to improve the customer experience.
Dufry is undertaking a full rebrand of the stores, with 11 having already been fully rebranded. The three remaining stores will be rebranded in July, with two – the Pride of Burgundy and the Pride of Kent – undergoing a full refurbishment. All other stores will be fully refurbished during the next 12-18 months, Dufry said.
“Our vision is to put the customer at the heart of everything we do and I am delighted that we have transformed the shops on board our ships by partnering with World Duty Free,” said P&O Ferries CEO Janette Bell.
“We are now able to offer our passengers the very best retail experience – in line with what they expect at an airport – by combining the undisputed number one name in travel shopping’s expertise and range with the exceptional customer service of our on-board teams that will continue to make the P&O brand special.”
Dufry CEO for UK and Northern Europe Fred Creighton commented: “We are extremely delighted to be working with Janette and her team to realise their vision for the customer, which partners with that of World Duty Free. [This is] an excellent start and we look forward to many years of success together.”
