GERMANY. BERetail GmbH last week opened its new beDUTYfree travel retail concept at Dresden Airport, with a special focus on local design and products. The guiding theme, as reported, is ‘Saxony. Future through origin’.

The 300sq m airside space features beauty, liquor & tobacco, confectionery, accessories, gifts and a strong assortment of destination merchandise. The store design reflects elements of Dresden’s architecture through stone, wood and metal.

The colourful new store aims to strike a chord with travellers to Dresden, with a design and offer that evokes the city. (All photos: Flughafen Dresden GmbH, Michael Weimer.)

“After a soft opening in March, the first few days have shown that passengers are very satisfied with the new look of the duty-free shop. The attractive international and regional product range as well as the moderate price positioning are also convincing. This has been confirmed several times by frequent flyers,” said BERetail Managing Partner Martin Enk-Pieper.

“Due to a clever selection of suppliers, we are absolutely competitive compared to other airports. With us, passengers can find goods that are simply fun to buy,” added Partner Frank Pieper.

At the official store launch were (left to right): BERetail Managing Director Martin Enk-Pieper, BERetail Partner Frank Pieper, BERetail Beauty Consultant Lizzy Kubik, Dresden Airport Head of Non-Aviation Katrin Lässig and Dresden Airport CEO Götz Ahmelmann.

Götz Ahmelmann, CEO of Mitteldeutsche Flughafen AG and CEO of Dresden and Leipzig/Halle Airports, added: “Shopping at beDUTYfree is like taking a little tour of Dresden’s beautiful old town. For example, the shop has a paving-stone-look floor, a theatre square and a Neumarkt as well as many other lovingly designed details. Passengers will also find a wide range with popular Saxon and international products.”