Bag and lifestyle accessories brand Kipling has teamed up with Gerzon to create a pop-up store at Departure 1, Lounge 1 at Schiphol Airport. The 20 sqm store will be open for two months until the beginning of May.

 

In celebration of Easter and the new pop-up, travellers at Schiphol were invited to take part in a fun personalisation event, ‘You’re Sew Kipling’, 2 – 6 April, where any Kipling purchase could be monogrammed for free. The brand also handed out special offers and complimentary gifts during the limited period.

 

VF Corporation-owned Kipling states it will focus on developing pop-up stores as part of its travel retail strategy in 2015. By placing familiar objects in new surprising contexts, the brand says it hopes to create an unexpected visual story and deliver a breath of fresh air with its Spring/Summer ‘15 collection.

 

“We have developed a flexible concept of Kipling fixtures so that we can have a presence at airports. The Kipling concept is a domestic approach to retail through The House of Kipling, which immediately boosted sales after implementation,” says Richard Macey, CEO of Kipling.

 

STRONG IN ASIA, POTENTIAL IN EUROPE

 

The brand goes on to highlight its success in the Asian travel retail business, where its stand-alone stores in Singapore, Hong Kong and Bangkok are showing rapid development.

 

With more than 100 locations around 20 countries, Kipling says it will continue expanding its GTR position, in particular by exploring new opportunities offered in Europe.

 

“We’ve invested in strong sales teams that specialise in travel retail and will develop the potential seen in Europe,” confirms Macey.