Personal grooming and electronics brand Braun has revealed plans to open two new shop-in-shops at Frankfurt Airport, following the success of its landside location which opened earlier this year.

According to Braun’s travel retail sales agency Tax Free Trade Klaus Mellin, sales at the PAX Airport Shopping landside store have increased by +150% since the Lift & Learn concept was introduced.


Two more shop-in-shops will join the landside space in PAX Airport Shopping’s store at Frankfurt Airport

The digital display concept, which showcases super premium and best-in-class products, is designed to better communicate the features of the different products.

Braun’s two new shop-in-shops are set to open in the first quarter of 2017, in PAX Airport Shopping’s stores in the Atrium in Terminal 1. One will be on the Schengen floor and the other on the non-Schengen floor.


Tax Free Trade Klaus Mellin Sales Manager Europe and Americas Franziska Kuri demonstrates how the interactive Lift & Learn feature works

The new spaces will feature a ‘Lift & Compare’ system, an updated version of Lift & Learn. The concept will allow customers to pick up two products at the same time while viewing product information for both side by side on the screen. Lift & Compare will be available for Braun’s shavers and female beauty devices.