HMSHost International extends presence at Copenhagen Airport with local brands

DENMARK. Travel hospitality leader HMSHost International has won contracts for three outlets at Copenhagen Airport, which it values at more than €35 million in turnover over six and a half years.

The first new concept, Danish brand SMAG, opened last week for the first time at an airport. Emerging Nordic brand Copenhagen Coffee Lab will open two stores at the airport in June.

HMSHost International said that sourcing local brands with travel appeal has been key to developing its offer since it began operations in Denmark in 2007.

HMSHost International Regional Managing Director Europe Sytze van der Aa said: “We work with brands all over the world, from global household names through to our own bespoke concepts. What gets us really excited is translating local iconic brands into high traffic heroes. These deliver such a strong sense of place to our guests as they travel abroad or return home. We’re thrilled to be bringing SMAG and Copenhagen Coffee Lab to Copenhagen Airport as we continue to work together, strengthening the food & beverage offering at the airport and creating places to be.”

Danish healthy food brand SMAG has been adapted to the high-traffic airport environment. Menu items include the beef and quinoa meatball sandwich with beetroot hummus, feta, mushrooms and cabbage, and the salmon rye sandwich with pea puree, Chinese radish and cabbage, as well as the cherry tomato salad with nectarines, mozzarella, spinach and green pesto.

Copenhagen coffee roastery, café and bakery chain Copenhagen Coffee Lab opens its first store in the city and land of its namesake having gained popularity elsewhere in Europe. Menu items will include a breakfast-ready cinnamon roll, sourdough sandwiches and brownies.

Copenhagen Airport Director Airport Sales Michael Clausen said: “The strategic partnership with HMSHost is important to us at Copenhagen Airport, as we always strive to bring innovative offerings to our customers. We aim to meet the demands of our customers in the best way and thus for us to be able to provide the highest level of healthy convenience food and beverages is key. We are happy to introduce SMAG and Copenhagen Coffee Lab, both local Danish signature brands that match our Local Hero mindset.”

The new contract gain expands the HMSHost International footprint in Denmark to five stores.

Note: The Moodie Davitt Report has recently relaunched its FAB Newsletter. This regular newsletter features highlights of openings, events and campaigns from around the world of airport and travel dining.

Please email Kristyn@MoodieDavittReport.com to subscribe.