DFS unleashes its largest beauty hall at DF x DFS Haikou Mission Hills complex

By Luke Barras-hill |

Representatives from DFS Group, Mission Hills and Shenzhen Duty Free attended a ceremony to mark the opening on 18 December.

Luxury travel retailer DFS Group and partner Shenzhen Duty Free are treating customers to a new beauty universe at the Times DF x DFS Haikou Mission Hills Duty Free Complex in Hainan.

More than eighty global brands adorn a newly opened beauty hall measuring in excess of 6,300sq m over two levels.

DFS says the number of beauty brands will increase to 100 by year-end and additional labels in the fashion and watches & jewellery spaces will be added in the coming months.

A ceremony attended by local VIPs and representatives from Mission Hills, Shenzhen Duty Free Group and DFS occurred at the weekend, with a grand opening event set to take place in January 2022.

HAINAN’S ‘JEWEL IN THE CROWN’

The beauty hall is one of four new blocks to be opened throughout 2022 and 2023, confirms DFS.

“In choosing Hainan as the location for the largest Beauty Hall in our entire network, we wanted to show our customers how important they are to us, and that we will always deliver on our promise to create the most luxurious and exciting shopping experiences for them,” said Nancy Liu, President, DFS China.

Shoppers will discover a range of premier beauty brands at the 6,300sq m beauty hall, including Dior, Lancôme, Estée Lauder, SKII, Shiseido, La Prairie, Clarins and Christian Louboutin. This is in addition to ‘the most comprehensive lineup of fragrances on offer in Hainan’, with appearances from Byredo, Frédéric Malle and Miller Harris. Plus, visitors can explore new-to-Hainan brands such as Augustinus Bader, Miller Harris and Chantecaille. DFS says more first-to-market, exclusive and ‘clean’ brands are planned in 2022.

“Our new Beauty Hall will undoubtedly become the must-visit destination for beauty shopping on the island, with many more surprises yet to come.”

Jiangwei You, Secretary of the Group Party Committee, Chairman of the Group at Shenzhen State-Owned Duty Free Commodity Group added: “We are proud to continue to work with our partner DFS to develop the Hainan Free Trade Port. This latest addition to the Times DF x DFS Haikou Mission Hills Duty Free Complex will become a jewel in the crown of the fast-growing Hainan duty free market.”

Alongside in-store shopping, customers in Hainan can browse and shop online with more than 70 of the beauty brands also available for purchase through the store’s WeChat e-shop.

Here, brands have the freedom to showcase premium and personalised digital frontages through customised online boutiques, while shoppers can make last-minute purchases available for home delivery and benefit from a 24/7 live chat service.

DFS Group has inaugurated the largest beauty hall across its global store network in partnership with Shenzhen Duty Free at the Times DF x DFS Haikou Mission Hills Duty Free Complex in Hainan.

Currently, the Mission Hills complex features more than 400 luxury brands from the spirits and beauty categories as well as the ‘World in a Day’ experiential store in Block 3.

The ‘Spirits World’, housed in Block 5, was opened in October by Shenzhen Duty Free and includes flagship stores from leading spirits houses and high-end cognac brands.

The partners have to date opened 20,000 square meters of retail space after showcasing the duty free complex in January.

DFS operates stores in 23 downtown locations and 13 major global airports on four continents across the world.

Hainan is the latest location to showcase the travel retailer’s award-winning store design, luxury merchandising and marketing activations.

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