World Duty Free Group (WDFG) has officially opened its 1,580sq m re-developed store at Newcastle Airport with the aim of bringing ‘a vibrant new airport shopping experience to passengers’.

 

The new store is 580sq m larger than before, which has enabled the retailer to introduce a more extensive product range, most notably in the beauty, liquor and luxury categories.

 

WDF shares the number of square metres occupied by each product category: beauty has the largest area at 437sq m; liquor takes 126sq m; luxury is spread over 123sq m; confectionery/food 28sq m; souvenirs & tax free 16sq m and finally tobacco has a respectable 31sq m.

 

Commenting on the new store development, Fred Creighton, Director of Retail Operations – UK at WDFG says: “We enjoyed working in close collaboration with the airport team to create this superb walk through store, which began trading on 1st May.

 

Click to enlarge images. 

“The new store brings many exciting new brands to Newcastle and takes the airport shopping experience to a whole new level”.

 

The liquor area features a new World of Whiskies area, which showcases over 300 different whiskies, including some that are exclusive to World of Whiskies.

 

“Aimed at both the whisky connoisseur and the novice alike, the store offers an extended range of whiskies including rare and vintage expressions and will bring the excitement of events such as the annual Whisky Festival to the Newcastle passenger profile,” says the company.

 

WDFG has also introduced its trademark ‘Contentainment space’, which comprises a multi-screen digital feature wall, product sampling and ‘engaging events’.

 

According to the company, there is a strong demand for cosmetics, skincare and fragrance from Newcastle’s ‘style conscious’ shoppers, so beauty commands the largest space allocation in the store.

 

As a result many new brands have been introduced, including bareMinerals, Elemis, Rituals and Smashbox. WDF says fragrances are showcased to better effect with increased wall bay space. “Event spaces have been incorporated into this area, to enable brand partners to stage impactful events and promotional activities,” adds WDF.

 

The store now features an extended (by 71%) sunglasses area with a total of 1,200 facings, 35 brands as well as new introductions such as: Chloe, Miu Miu, Versace, DKNY, CK, Polo, Lacoste, Carrera, Nike and Marc by Marc Jacobs.

 

New watch brands in store include Hugo Boss, Skagen, Diesel, Guess, Superdry and Michael Kors.

 

David Laws, CEO at Newcastle Airport concludes: “‘We’re delighted to launch the fantastic new World Duty Free store which epitomises the standards we’re aspiring to achieve as part of our terminal development works. The opening of World Duty Free is a key milestone in our terminal development project and brings us closer to completing the overall scheme in the next couple of months.

 

“The location of the store ensures we’re able to optimise the use of space in the departure lounge as we look to introduce a number of new retail and catering stores, whilst enhancing the non-commercial provisions to reflect the changing demands of our customers. We’re absolutely sure our customers will enjoy this fantastic new shopping experience and the many new brands we’ve introduced within World Duty Free.’