Singapore Changi Airport has released more information about its perfumes and cosmetics contract extension with The Shilla Duty Free. The retailer will now operate the concession for an extra four years to March 2028.

As revealed by TRBusiness last week, the win gives a boost to Shilla’s international expansion plans.

With the tenancy extension, the retailer now operates 22 outlets spanning more than 7,700sqm of space.

Shilla first won a six-year contract for the perfumes and cosmetics concession at Changi back in 2014. It was extended until 2024 due to the Covid-19 pandemic.

Key achievements since 2014 include launching the world’s first beauty duplex store in Terminal 3, and a ‘groundbreaking’ walkthrough concept in Terminal 4. 

With the latest extension, Shilla will bring several new-to-Singapore brands to its stores, including Lancaster, Rituals, Augustinus Bader, and local name Apripure.

Others include French perfumery Maison Francis Kurkdjian and makeup brand Kylie Cosmetics by celebrity Kylie Jenner.

In total, it is adding 20 new brands to its current 130-strong assortment. 

Shilla will host pop-up experiences and product launches. It will also execute omni-channel shopping initiatives that span Changi’s e-commerce platform iShopChangi.com as well as its own stores. 

“Shilla was one of our steadfast partners that weathered the storm of the pandemic with us,” said Lim Peck Hoon, CAG’s Executive Vice President, Commercial.

“We look forward to continuing our collaboration with them to elevate the beauty retail landscape in Changi Airport and capture new opportunities in a post-Covid era. 

“We are confident that the latest extension will give Shilla a longer runway to unlock their full potential in providing an exceptional travel retail experience.”

Shilla: ‘Considering’ international expansion

In TRBusiness’s Top 10 International Operators 2023 report, Younghoon Kim, Executive Vice President Sales HQ at Shilla, said the Changi contact extension is just the beginning of its international ambitions.

“A case in point is Singapore Changi Airport, where our duty free operating tenure has been extended by four years effective March 2024 to March 2028,” he said.

“Moreover, we are considering expanding into new markets such as the Americas and Europe, which could become critical bases for our international operations.

“Our investment in 3Sixty illustrates this strategic intent, as we plan to explore synergistic business expansions in the American region between both entities.”