UK. Dufry company World Duty Free has introduced niche, artisan fragrance brand Creed to Heathrow Terminal 5. It represents a first step into travel retail in Western Europe for the prestigious fragrance house, noted the retailer.
Working with House of Creed, WDF has revealed a personalised wall bay in the main T5 store. Alongside it, a standalone tester unit displays 25 of Creed’s sought after fragrances including Royal Water, Aventus and Millésime Imperial.
Commenting on the launch, Delphine Poultney, Head of Beauty in the UK for Dufry said, “We are incredibly proud to start this partnership with this unique ‘fragrance Maison’ and bring it into travel retail for the first time in Western Europe. It has been extremely well received by our customers, who are delighted to discover that this luxurious range from one of the world’s leading niche perfume houses is now available in our World Duty Free store in Heathrow Terminal 5.”
Fontaine Group CEO Sarah Rotheram said: “All of the team at the House of Creed are delighted to partner with Dufry in Heathrow Terminal 5. As a brand that is very selective about location and presence it is only fitting to enter Heathrow Airport with such a close partner. With a strong heritage of pioneering global travel to uncover new discoveries we are excited to share the story of Creed and its exquisite fragrances with even more of the world in this new venture.”
Duffry added in a statement: “With a 300-year heritage, the House of Creed uses traditional perfumer methods to create timeless niche perfumes of unrivalled ‘Millesime’ quality from their family-run factory in Fontainebleau on the outskirts of Paris. Each Creed fragrance is still filtered, bottled and labelled by hand for a truly artisan perfume experience.”
*As reported, Dufry will host a pioneering open dialogue session with suppliers at the Virtual Travel Retail Expo on 14 October, in what promises to be a big highlight of the all-digital event (0900 CET/1500 Beijing).
Participants (the event is open to brand owners only) will be able to ask any question of the Dufry senior management during a 90-minute session, with a link supplied to the audience in advance.
We invite questions for the Dufry Global Executive Committee to The Moodie Davitt Report Chairman Martin Moodie via email headed ‘Global Dufry Exchange Question’ at Martin@MoodieDavittReport.com
