INTERNATIONAL. “The revolution inside the aeronautical industry.” That’s how Duty Free Americas (DFA) Airports Division President Enrique Urioste describes the retailer’s continuing programme of store expansion and improvement at Miami International Airport’s North and South Terminals.
So far three of the four new North terminal stores are complete or nearly complete. A fourth 7,000sq ft store will be opened in late summer, plus four boutiques – Montblanc, Emporio Armani, Coach and one name still to be finalised.
“With the exception of DFS in San Francisco, this is the first time tha a duty free operator has brought the sense of luxury to an airport on such a scale,” Urioste told The Moodie Report during a tour of the airport last weekend.
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This big, bold frontage and signage at the D30 store in the North Terminal typifies the new Duty Free Americas approach |
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The forthcoming passenger train service is one of many improvements to Miami International Airport’s consumer offer |
The completed stores include a wide range of new merchandising units, including a dazzling Absolut unit (pictured below) in the North Terminal’s D30 shop.
As a core part of the programme a number of brands, including Kiehl’s, Juicy Couture, L’Occitane, Biotherm and Havanna (foodstuffs/confectionery) have made successful debuts in recent months.
Urioste said the company’s philosophy had been to consolidate its offer into fewer but bigger stores.
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Miami International Airport’s great makeover with Enrique Urioste |
“By the time the whole North Terminal is done, Miami International is going to be the second biggest airport in terms of duty free in the US, with more than US$100 million in turnover,” he said.
Urioste paid tribute to the Miami International Airport Authority for its sense of partnership. “They understood where we were going, and really gave support in allowing us to have more space to develop the concept. We really needed to build the platforms to create the four pillars of the industry – beauty, liquor, tobacco, and luxury.
“And we did that in areas that, for the USA, are huge. Here the biggest store is 8,000 sq feet. Industry-wise in Europe, Asia or South America, that’s nothing. So we had the challenge of maximising the space within limits that were a really big challenge.
“Basically we achieved a great success story in building the biggest possible stores within the airport system, and in bringing multiple categories into the airport, and putting the stores where the passengers are.”
NOTE: We’ll examine the new-look Duty Free Americas retail offer at Miami International Airport in more detail in the next issue of The Moodie Report Print Edition.
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Pernod Ricard’s new Absolut Vodka unit (above and below) is one of the highlights of the D30 store |
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Kiehl’s has made an outstandingly successful debut at Miami International Airport, says Enrique Urioste |
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Chanel (pictured here in the North Terminal’s D30 store) exemplifies th new focus on powerful,well-merchandised brands |
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Hermès is one of the leading luxury names now enjoying the limelight at Miami International Airport |
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Sampling (seen here in the liquor area of a South Terminal store), is a key element of a more interactive approach |
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An upscale watches area exudes elegance in one of the main South Terminal stores |
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(Left) Duty Free Americas’ Enrique Urioste and Martin Moodie share a Cuban coffee after the Miami International Airport tour; (Right) Johnnie Walker Blue Label makes an upscale appearance in this new-look South Terminal store | |
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