The Luxottica-owned sunglasses retailer, Sunglass Hut grew its number of stores and kiosks in travel retail last year by +28% to 140 in 2014, with 31 new airport openings – and entry into six new markets.

 

Of the new outlets, eight were in partnership with DF&TR operators, such as Dufry at Milan Malpensa and Milan Linate; LS Travel Retail at Rome Fiumicino; and World Duty Free Group at Dusseldorf Airport (below).

The markets that the chain entered were Italy, Germany, Mexico, Brazil, Chile and Bahrain.

Last year also marked the opening of a 76.5sq m travel retail flagship store at London Heathrow’s new Terminal 2 (top), featuring over 720 skus from 32 brands and new in-store technology.

According to Luxottica, the concept was so well received that airport operator, Heathrow Airport, placed Sunglass Hut as the first store to be passed by passengers after they leave security. Luxottica says: “It has become one of the top airport doors for the brand.”

A NEW DOOR EVERY 12 DAYS

Francis Gros, Head of Global Channels at Luxottica comments: “2014 was an active year for Sunglass Hut expansion in this channel with a new airport door opening every 12 days on average. Our ambitious expansion strategy is really starting to gain momentum.”

Of Sunglass Hut as a specialist standalone format, Gros adds: “It consistently delivers some of the most productive retail space per square metre. Crucially, we know that this does not cannibalise sales from our category in the main duty free shop, and grows the total category pie.”

Luxottica is targeting further travel retail expansion in new markets and locations for Sunglass Hut this year, in both directly operated and partnership models.