GERMANY. German distributor and retailer BERetail has won a tender to open a travel retail store focused on local products at Dresden International Airport.
The 330sq m beDUTYfree store in the departures lounge is due to open in March 2019. It will offer a range of international and regional products, including wines and spirits, fragrances, watches and jewellery, accessories, consumer technology and toys.
beDUTYfree will highlight a state-wide ‘So geht sächsisch’ (Simply Saxony) campaign, which underlines the strength and popularity of local products, local businesses and personalities. The in-store design will emphasise the regional focus, with the use of stone, wood and metal reflecting elements of Dresden’s architecture.
BERetail Partner Frank Pieper said: “The shopping experience at airports has become ever more homogenised over the past few years, with passengers hard-pressed to find anything unusual or special.
“This is particularly true of German airports. So we are doing things differently at Dresden, with products you don’t find everywhere presented in a unique environment that reflects the charm of Dresden and makes shopping fun again.”
Dresden Airport Director Non-Aviation commented: “The regional focus was a key consideration in our decision to go with beDUTYfree. It promotes sales of local products and strengthens the link with our airport’s catchment area. In BERetail we are delighted to have found a partner that not only creates innovative shopping experiences but also tailors its offerings to the specific needs of our passengers.”
Heinemann Duty Free will continue to operate a store on the same site until December 2018.
BERetail was founded in 2010, focused on specialist confectionery distribution. In 2014 the company opened its first travel retail destination merchandise store, ‘Remember Berlin’, at Berlin-Schönefeld Airport. In 2016, a pop-up store was unveiled at Dresden International, followed by a full ‘Remember Dresden’ store the following year.
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