Schäfer Group partners with Canudilo International to open Move at The Parisian Macao

GERMANY/MACAU. Airport retailer Schäfer Group is partnering with fashion & design brand representative Canudilo International to open a Move electronics store in The Parisian Macao resort.

The 200sq m store, which will open in September, will feature products across sound, mobile, computing and healthcare categories.

Adding a new look to Move – Schäfer Group will team up with Canudilo International, whose The Parisian Macao resort store is shown below

According to Schäfer, the brand offer will be broader and more upmarket than what is available in Move’s European airport stores, with increased space ensuring brands stand out.

The store will also feature strong digital elements and tailor-made promotions. As part of its digital strategy alongside Canudilo, Schäfer will roll out its Dynamic Content Play platform, which takes cues from customer actions to display information that matches their requirements.

Fashion and design specialist Canudilo International has a 3,200sq m Antonia duplex store at The Parisian Macao, as well as ten other Sands Macao properties.

The Parisian Macao – which opened in 2016 – is part of the extensive Sands Group operations in Macau, housing 3,000 hotel rooms.

Its owner identified Paris as a key tourist driver for Chinese tourists. The resort boasts a spectacular replica of the Eiffel Tower and has shopping streets themed and named after the famous Paris boulevards.

Schäfer Airport Retail Managing Partner John Woodhouse has over ten years’ experience in travel retail in China and Hong Kong.

Before joining Schäfer Airport Retail in 2018, Woodhouse was DFS Group Vice President Airport Strategy, after working with WHSmith, Nuance-Watson and Aer Rianta International (ARI).

“We are going into the project with specific market knowledge under our belts,” Woodhouse said. “Our partners have operated within the Parisian since opening, so know the customer base well.”

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Considering the scale of opportunity in the Macau market, Woodhouse said: “Macau is a top holiday destination for southern Chinese tourists, especially from the wealthy greater bay area of Guangdong province. It is only 45 minutes away from Guangzhou, which has a 15 million population, twice the size of London.

“The Macau resort concept is very similar in many ways to an airport-style business in that thousands of travellers are delivered to the store daily, either through staying in hotels or coming for shopping trips. The difference is that the dwell time is longer, and shopping is central to the visit. Like Hong Kong, Macau is a Special Administrative Region with differing regulations to China, allowing for duty free.

“In 2019, Macau saw just under 40 million tourists, and if that number can be reached by 2023, which we strongly believe it can, we will be pleased.”

Woodhouse said taking the Move brand beyond airports was always part of Schäfer’s long-term strategy, with the announcement of an “exciting project” for five stores in the Gulf pending.

“In Germany, we have also taken Move into traditional retail, where we are rolling out the concept as a shop-in-shop within a hypermarket chain. We opened our first two locations in late May, and sales are promising.”

Schäfer Airport Retail opened a 70sq m Move store at Stuttgart Airport Terminal 3 earlier this year, featuring an interactive gaming and gadgets zone

As reported, Schäfer Airport Retail has secured planning permission to build an 8,000sq m distribution centre in Germany. According to the company, the new facility will help the company grow its travel retail network in Germany and around the world. The project is set to complete by the end of 2022.

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