USA. Dufry company Hudson has shared a new vision for its portfolio of more than 30 Brookstone North American airport stores, with a modernised interior and exterior look and expanded product assortment.
Elements of the reimagined Brookstone airport brand have already been incorporated into the recent openings at Nashville International Airport, Norman Y. Mineta San Jose International Airport and Seattle-Tacoma International Airport.
“Our vision was to create a space that would become the ultimate lifestyle and experiential destination for the whole family by blending the electronics categories synonymous with Brookstone with newer product categories” – Hudson Senior Vice President and Chief Merchandising Officer Michael Levy
Hudson – which became the exclusive airport retailer of Brookstone in 2019 – said that it plans to open new stores with the full redesign in the coming months.
The travel retailer said the new Brookstone celebrates a differentiated shopping experience for the traveller, driven by robust industry insights, built on brand accessibility, and positioned as an innovative, one-stop-shop.
The new store exterior blends soft ambient lighting with signature shades of Brookstone blue. Inside, a spacious open floor plan and interwoven design elements including digital displays encourage intuitive exploration and inspiration throughout the entire store, Hudson said.
The new look stores are divided into branded discovery zones. The audio zone includes headphones from AfterShokz, Apple, Bang & Olufsen, Beats, Belkin, Bose, Sony, Samsung and Wicked. Other tech sections include Tech Essentials (such as adaptors, cables, chargers, power packs, and speakers for every device) and Tech Toys (including hand-held and wearable gadgets and vlogging accessories).
There are additional zones for Luggage (including products from Briggs & Riley, Samsonite, and Thule); Massage (portable back, foot, hand, and neck massagers); STEM (educational products including build-your-own robots and learning toys); Travel Essentials (such as luggage tags and passport cases); Travel Comfort (including blankets, neck pillows and sleep masks); and Wellness (products covering air purifiers, aromatherapy oils, sanitising devices and more).
Each zone in the store also features a prominent collection of Brookstone-branded products. New packaging has been customised to illustrate how each of these products fits within today’s lifestyle, achieved by using contemporary product shots, expanded product information and bold design elements.
Hudson Senior Vice President and Chief Merchandising Officer Michael Levy said: “Brookstone is such an iconic name. Our vision was to create a space that would become the ultimate lifestyle and experiential destination for the whole family by blending the electronics categories synonymous with Brookstone with newer product categories like STEM learning and wellness.”
He added: “A big focus for Hudson has been expanding our merchandising assortment to create an all-encompassing shopping experience, and our evolution of the Brookstone brand is just the latest example of how we’re innovating to successfully deliver on these growth opportunities to serve the evolving needs of travellers.”
