CHINA. DFS Group, in partnership with licence holder Shenzhen Duty Free Group, today opened the biggest-ever Beauty Hall in the entire DFS global store network.
The Beauty Hall at Times DF x DFS Haikou Mission Hills Duty-Free Complex (深免x DFS海口观澜湖免税购物城) was inaugurated at a ceremony attended by local VIPs and representatives from Mission Hills, Shenzhen Duty Free Group and DFS. A Grand Opening event will take place in January 2022.
The Beauty Hall will initially showcase 80 of the world’s leading beauty brands in what DFS dubbed a ‘breathtaking World of Beauty’ spanning more than 68,000sq ft (6,300sq m) over two levels. By the end of 2022, the Beauty Hall will feature up to 100 beauty brands.
Times DF x DFS Haikou Mission Hills Duty-Free Complex (深免x DFS海口观澜湖免税购物城), was inaugurated by the two retailers in January this year. The Beauty Hall forms one of four new blocks to be opened throughout 2022 and 2023. Additional brands in the fashion and watches & jewellery spaces will be added in coming months to the luxury retail already on offer.
Today, the complex boasts over 400 luxury brands from the spirits and beauty categories as well as the ‘World in a Day’ experiential store in Block 3. The Spirits World, housed in Block 5, was opened in October by Shenzhen Duty Free and includes flagship boutiques from top spirits houses. In total, the two partners have to date opened retail space spanning 215,000sq ft (20,000sq m).
The Times DF x DFS Haikou Mission Hills Duty-Free Complex Beauty Hall continues DFS’ commitment to bring an unprecedented level of luxury and experiential shopping to Hainan, the Hong Kong-based luxury travel retailer said.
As underlined in a recent Moodie Davitt Report interview with CEO Benjamin Vuchot, DFS is committed to creating “destinations within destinations” within a global network that now spans stores in 23 downtown locations and 13 major global airports on four continents.
On entering the Beauty Hall, the smooth marble accents and modern, open boutiques immediately evoke a combination of sophisticated European design and authentic Sense of Place.
In the centre of the space, an escalator in DFS’ signature vibrant red soars upwards through an airy atrium adorned with kinetic digital cubes that change and shimmer, inviting customers to ascend and explore the fashion, watches and jewellery that lie in wait on the second and third floors.
The Beauty Hall boasts an array of carefully curated brands to satisfy the most discerning beauty aficionado, DFS commented, including Dior, Lancôme, Estée Lauder, SKII, Shiseido, La Prairie, Clarins, and Christian Louboutin.
New brands to Hainan include Augustinus Bader, Miller Harris and Chantecaille, with more first-to-market, exclusive and ‘clean’ brands planned in 2022. According to DFS, the Beauty Hall features the most comprehensive line-up of fragrances on offer in Hainan, including Byredo, Frédéric Malle and Miller Harris.
As well as shopping physically in the store, customers in Hainan can browse and shop online, with more than 70 of the beauty brands also available for purchase through the store’s WeChat e-shop.
The e-shop was designed with both customers and brand partners in mind – brands have full rein to showcase premium and personalised digital frontages through customised online boutiques. Digital customers can enjoy shopping until the last moment thanks to the online store’s home delivery service, as well as 24/7 live chat customer service.
“In choosing Hainan as the location for the largest Beauty Hall in our entire network, we wanted to show our customers how important they are to us, and that we will always deliver on our promise to create the most luxurious and exciting shopping experiences for them,” says DFS President China Nancy Liu.
“Our new Beauty Hall will undoubtedly become the must-visit destination for beauty shopping on the island, with many more surprises yet to come.”
“We are proud to continue to work with our partner DFS to develop the Hainan Free Trade Port. This latest addition to the Times DF x DFS Haikou Mission Hills Duty-Free Complex (深免x DFS海口观澜湖免税购物城) will become a jewel in the crown of the fast-growing Hainan duty free market,” said Jiangwei YOU尤江伟Secretary of the Group Party Committee, Chairman of the Group (集团党委书记、董事长) Shenzhen State-Owned Duty Free Commodity Group.
