NETHERLANDS. B&S has been awarded a long-term contract to run two NATO (North Atlantic Treaty Organisation) shops in Brunssum and Eibergen, plus an online store for all NATO members based elsewhere in the country. The move extends incumbent B&S’ long-term relationship with NATO.
B&S runs 63 duty free shops worldwide, including PX stores (under the B&S Central Store brand), diplomatic outlets, airport and cruise retail shops.
The two Netherlands stores will be refurbished this summer. New concepts will include World of Beers, The Winery, a Nespresso coffee bar and a food court.
NATO HQ JFC Brunssum Branch Head of Morale & Welfare Major Casey Vile said: “With B&S, JFC Brunssum has found a partner that understands the needs of our NATO community. Their dedication and professionalism have consistently proven to be an asset to this command and we see a bright future for the course of this relationship.
“Their stores provide an inviting environment for our personnel to meet, shop, and enjoy each other’s company. At the same time, their continuous contributions help us to strengthen and expand our morale and welfare offerings for our entire international community. Our relationship with B&S Central Store goes a long way towards making Brunssum into a home for NATO.”
B&S Managing Director Maurice Riegel said: “Successful partnerships require trust, transparency and understanding. We are proud of our long-standing partnership with NATO HQ JFCBS, focusing on these values. Since 1999, we have worked together to ensure our military customers and their families are satisfied, day in and day out. We do everything to make sure our customers have a great shopping experience.”
B&S has operated PX stores for over 20 years, and said that its understanding of consumer buying behaviour helped it developed tailor-made solutions for clients.
B&S noted: “For this new contract the shops are redesigned, focusing on the human interaction, the right product offer and brand portfolio. The stylish and upscale design, corresponding to a modern style, enhances the overall ambience.”
