Vietnam’s Noi Bai International Airport (NIA) in Hanoi says the launch of new brand NIA x DFS will boost engagement among shoppers.

The airport operator has launched new co-branded shops with long-term strategic partner DFS Group, which runs seven stores over 1,700sq m of retail space across the departure and arrival terminals.

A ribbon-cutting ceremony attended by officials, VIPs and business partners took place on 26 July.

“We believe that the launch of the new brand NIA x DFS at Noi Bai International Airport will contribute to increasing brand recognition among passengers, fostering trust for them to do their shopping here,” commented Nguyen Thi Kim Ngan, Deputy CEO at NIA.

To mark the new co-branding partnership, the shops were decorated with images of bamboo, a traditional Vietnamese symbol representing the resilience and bravery of the Vietnamese people.

DFS offers more than 200 luxury brands at its shops, including top beauty labels such as Jo Malone, SK-II, Chanel, Dior, Prada, Gucci and Tiffany; spirits brands such as Moët Chandon, Hennessy and limited-edition Macallan items; watch items such as Longines; and popular local Vietnamese snacks and gifts.

Local and international travellers can enjoy special offers and exciting events during the month-long reopening and co-branding celebrations.

From now through August 31, visitors to the NIA x DFS stores can also redeem an exclusive Hanoi canvas tote bag upon spending US$150 in-store (subject to terms and conditions).

In addition, customers can relax before their departure with complimentary instore spirits and wine tastings in-store facilitated by experienced spirits and wine ambassadors.