An engaging shopping experience: Hudson has promised an innovative environment across the shop-in-shops

US/CANADA. Dufry-owned travel retailer Hudson has struck an agreement with Luxottica Group to open 250 Sunglass Hut shop-in-shops in North America over the next two years.

The retailer launched its first Sunglass Hut shop-in-shop at Richmond International Airport earlier this year. It plans to open an additional nine locations by August, with a phased rollout through to 2022.

The new shop-in-shops will feature eye-catching displays and virtual try-on experiences. They will also offer the latest ranges from popular eyewear brands including Ray-Ban and Oakley.

Hudson team members will undergo Luxottica Group and Sunglass Hut digital training to learn about the different collections. This includes dedicated training on materials, construction, sales techniques, trends and brand DNA.

Hudson currently operates its proprietary sunglasses and accessories store 5th & Sunset, along with free-standing Sunglass Hut stores in selected airports. According to the company, the addition of Sunglass Hut shop-in-shops will bolster its position within the eyewear category.

Hudson Executive Vice President & Chief Operating Officer Brian Quinn said, “We’ve always known that eyewear and travel are intrinsically linked, making them an essential part of our core market offerings. Through our partnership with Luxottica and Sunglass Hut, we’re creating an eyewear shopping destination with top brands for our customers inside our travel convenience concepts.”

“Sunglass Hut is pleased to enter into this relationship with Hudson, where we can provide premium sunglasses in convenient locations,” said Sunglass Hut North America General Manager Giorgio Pradi. “We know that the combination of Luxottica sunglasses, training and inventory management, with Hudson’s retail operational excellence will provide travellers on the go with a convenient way to shop for the premium eyewear they know and love.”

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