Introduction: Qatar Duty Free is building towards this year’s FIFA World Cup – which kicks off in Doha on 20 November – and the opening of Hamad International Airport’s (HIA) much-anticipated expansion with a flurry of store openings and innovations in the existing South Node Plaza.
The Moodie Davitt Report Chairman Martin Moodie and Brands Editor & Digital Marketing Manager Hannah Tan-Gillies were on location in Doha this week to bring exclusive coverage of the openings as part of our special series on Qatar Duty Free and Hamad International.
Click here for our exclusive report on this week’s opening of the superb Louis Vuitton boutique, a high point (in multiple ways as the images show) for retailer, brand and a certain beloved mascot called Vivienne.
The editorial series will culminate in coverage of the inauguration of the airport expansion later this year, timed to precede the FIFA World Cup Qatar 2022.
The Moodie Davitt Report has been privileged to receive two exclusive preview tours of the expansion over the past four months (including this week) and while we cannot show you any of the strictly under wraps details, we can promise you that a new wonder of the airport world is taking shape.
As reported, Qatar Duty Free Vice President Thabet Musleh will be delivering a world premiere presentation on the expansion at The Trinity Forum in Singapore (1-2 November).
Today we showcase some of the latest additions to Qatar Duty Free’s sporting, beauty, fashion, luxury, and duty free line-up in the South Node, with more to follow on food & beverage in coming days.
SPORTING PROWESS
In this FIFA World Cup QATAR 2022 year, what more appropriate place to start than on a football-related note? In July, Qatar Airways was announced as the new Official Jersey Partner for French football champions Paris Saint-Germain (PSG). The multi-year partnership commenced at the start of the 2022/23 season.
The deal extends the Qatari flag carrier’s association with the famous French football club, having been its Official Airline Partner since 2020. Building on that association, Qatar Duty Free has just opened a Paris Saint-German boutique at Hamad International Airport to replace the former store. It offers a wide array of official club merchandise in a highly engaging and experiential setting, adjacent to a vibrant FC Bayern Munich boutique. Qatar Airways is the Bundesliga champion’s sleeve sponsor, as part of a five-year deal.
SCENTS OF PLACE
Local luxury fragrance house Al-Jazeera Perfumes makes its debut in sumptuous style with this boutique at Qatar Duty Free. Al-Jazeera is the first-ever official fragrance sponsor of the FIFA World Cup to release a line of World Cup-themed scents, notes Qatar Duty Free Vice President Thabet Musleh. “Al-Jazeera Perfumes is a superb brand and this is a superb store,” he says.
NICHE FRAGRANCES
Qatar Duty Free now offers one of the best beauty offers in the travel retail world. Part of the allure is the balance between renowned international favourites and emergent niche brands from independent and multi-national houses alike.
THE NEW QDF BEAUTY STORE…
{Click on the YouTube icon to watch Martin Moodie’s walkthrough clip of the new multi-brand beauty space at Qatar Duty Free opened earlier that day. Click here for our extensive dedicated report.}
… AND THE ENHANCED EXISTING PERFUMES & COSMETICS ZONE
DUTY FREE BIG VALUE
Last year Qatar Duty Free unveiled the first in a planned series of stores that offers products tailored to a budget-conscious consumer.
What it says in the name – Duty Free Big Value – it delivers through an emphasis on value-orientated liquor, confectionery and mid-priced beauty.
DAY 2 DAY
“By the end of the year we should have 12 of these Day 2 Day stores,” said Musleh. “Today [speaking on 23 August] we’ve got three online. By the end of this week we should have three more and then we’ve got the expansion and the north node to come.
“For us it’s a convenience offer and a little bit more. We have souvenirs in here, really celebrating Qatar. We have a healthy section with healthy snacks etc. Plus toys and souvenirs and we’ve partnered with L’Oréal in this great ‘Last call for beauty’ concept.
“We also have books and electronics, so it’s not your normal convenience offer. That is because we are the owner/operator, we can grow more categories than in a typical airport environment where you have conflicts [with other retailers]. Whereas with us it’s all around the customer experience and really looking after the customer. Even to the point when it comes to cigarettes; we don’t sell single packs of cigarettes, we sell cartons.
“I know that a lot of airports sell single packs and often the price is over inflated. But for us, when we sell a customer ten packs, they’re getting better value for money. We’re getting the higher spend and the customer benefits. Everyone’s a winner.
“We’ve got everything including stationery, electronics, power cases, headphone cables, and water [including an own brand Day 2 Day label at half the price of Evian -Ed]. And we have the whole digital facia, which makes these stores unique. We can then tailor that digital content to whatever we want. We can put brand content on here or our own content.”
“We have also introduced our first self-service tools (pictured above) that we have developed in-house,” says Wheeler. “They are branded as Day 2 Day and we will be putting them into all the Day 2 Day stores now that we have trialed it here. It’s been very successful as speed of service is a big part of this type of business.”
FASHION AND LUXURY
THE WATCH ROOM
The Watch Room, opened in early May, brings together some of the great watch names of the world. Baume & Mercier, Bell & Ross, IWC, Montblanc, Panerai, Ulysse Nardin, Zenith and others are presented in an elegant and refined environment. The understated and refined VIP area (below) offers limited-edition watches and luxury, personalised service.
REGIONAL FASHION
VICTORIA’S SECRET
“It’s their new worldwide look, a lot less black, more pink and more feminine,” says Senior Manager Retail Operations Barry Wheeler of the new boutique. “And they chose us to be the first airport retailer to do their panties and bras. It has been a tremendous success with our international passengers and also appeals to the local market, with a lot of men shopping, something which you wouldn’t necessarily expect.”
Thabet Musleh says that the boutique staff are expertly trained in the expert (and discreet) art of fitting to ensure a comfortable customer experience.
