The original home of airport duty free – Ireland’s Shannon Airport – has revived its former name, Shannon Duty Free, by dropping The Loop branding that was in place under former owner Dublin Airport.

 

Since 2013, the west of Ireland airport has been part of the listed Shannon Group and on Monday the company re-launched its former name and signed a deal with Germany’s Gebr. Heinemann to supply its stores.

 

Revamped signage and branding are a feature, while new product lines and layouts are in the process of being implemented as Shannon as it strives to establish a more effective, exciting and profitable retail offer.

 

PASSENGER DECLINE HALTED

In 2013 Shannon processed 1.4m passengers, halting an ongoing decline in passenger numbers. “We also secured greater connectivity and are now in passenger growth mode,” says Chairman, Rose Hynes (below right).

 

The airport achieved turnover of €39.1m ($48.4m) last year, broadly in line with 2012 despite weakening passenger numbers in the first five months of the year. Aeronautical revenue increased +4.8% in 2013 but was “offset by reductions in non-aeronautical revenue” according to recently appointed CEO, Neil Pakey (right in main picture), which is why the retail revamp is crucial to future success.

 

DRAWING ON HISTORY

By re-establishing the Shannon Duty Free name, the airport is linking back almost 70 years to Shannon Airport as the first and oldest duty free in the world. The brainchild of Dr Brendan O’Regan, Shannon Duty Free began as a small kiosk in the terminal building at Shannon, where Kitty Downes sold souvenirs, Irish linen and other locally produced goods. Since then it has spawned a global industry worth $60bn.

 

In its new guise Shannon Duty Free – open 24 hours – will offer 60 brands including top Irish and international names. The former include Knappogue Whiskey and Bunratty Meade and Poitin from County Clare as well as locally produced Irish smoked salmon and Irish confectionery.

 

Hynes comments: “We are celebrating the future and we build that future on an illustrious past. Shannon is the world’s first duty free shop and is the world’s first free zone. We will be using the duty free to showcase and promote local and regional products.”

 

Gunnar Heinemann (left), joint owner of Gebr. Heinemann adds: “As the oldest duty free supplier in the world we believe our partnership with Shannon Duty Free, the world’s first duty free shop, is both unique and exciting. It is a very important milestone for us in our efforts to further grow our footprint. We very much hope that our pioneering histories form the foundation of a great future together.”

 

EXCLUSIVE OFFERS

The re-launch includes some limited-time exclusive travel retail offers, including up to 20% off fragrances. Freddy the Ted, a six-foot Teddy Bear has taken up residence to promote an exclusive customer offer of a free miniature teddy with every purchase of over €75 during the festive season. Alternatively, passengers can donate their bear to charity if they wish.

[Main image: Andrew Murphy (left) Chief Commercial Officer at Shannon Airport with Neil Pakey, CEO of Shannon Group in front of a picture of late actor Richard Harris who was promoting Shannon Duty Free in the late 80s/early 90s.]