Birmingham, 12th October 2016 – Dufry hosted an official launch today for its redesigned World Duty Free store at Birmingham Airport. The 1,790m² store has been given a new layout, making it even more intuitive for passengers to navigate. The refresh of the store has also provided the opportunity to introduce several new and exciting brands for the 11 million passengers that use Birmingham Airport every year.

Speaking about the redevelopment, Eugenio Andrades, Divisional CEO UK, Central and Eastern Europe, Dufry said, “We’ve been proud to partner with Birmingham in the redesign of our store. We wanted to create a welcoming space with real impact and deliver an exciting shopping experience for customers. With the introduction of new concepts and some of the most desirable brands, we’re confident we’ve achieved those objectives.”

There is plenty of innovation in the beauty area with the addition of a number of iconic brands including Urban Decay, bareMinerals, Elemis, Bobbi Brown and Jo Malone London. An expanded range of products has also been introduced into the liquor category with an increased focus on premium spirits and wines to meet customer demand. Whisky in particular is strongly showcased, with the incorporation of a World of Whiskies specialist shop into the main store.

Luxury features an updated sunglasses area with stronger personalisations and the latest designs from brands such as Ray-ban and Oakley. A more contemporary fashion watch area has been created to suit the style conscious passenger profile at Birmingham Airport and offers brands such as Michael Kors, Armani and Daniel Wellington alongside Hugo Boss, Swatch, Skagen and Casio.

Birmingham is recognised as being the home of Cadbury, so the store’s confectionery area gives special emphasis to this celebrated British brand. Souvenirs also offer a ‘sense of place’ for customers with a range of products linked to Shakespeare and his home town of Stratford-upon- Avon, which enjoys close proximity to the airport.

Commenting on the new store, Paul Kehoe, the Airport’s Chief Executive concludes, “With over 11 million passengers using Birmingham Airport each year and the Airport welcoming 14 new airlines since February 2015, we needed a world-class welcome for our passengers. The redevelopment of the store delivers just that; it’s a vibrant space to walk through and has something to offer everyone.

“With new brands being showcased such as Jo Malone London and Bobbi Brown, passengers have the ultimate in top-end ranges, while iconic brands such as Chanel and Estée Lauder complement these new additions. World Duty Free has been a partner for many years and it constantly re-energises itself. This new store concept and the brands they have delivered have created a fantastic retail space that really does have something for everyone. We are delighted to have them as a partner of Birmingham Airport and look forward to working together in the future.”