Travel Blue’s new shop-in-shop was opened in partnership with Tao Qing Yue.

Travel Blue has strengthened its presence in China’s travel retail market with the opening of a new shop-in-shop at Shanghai Pudong International Airport Terminal 2, the country’s busiest airport and one of the largest globally.

Opened this month in partnership with airport retail operator Tao Qing Yue, the new space marks Travel Blue’s largest shop-in-shop to date, spanning 35 square metres. The location gives the brand the opportunity to showcase its full product universe to international travellers passing through the high-traffic terminal, which handled close to 85 million passengers in 2025.

The shop-in-shop features a broad selection of Travel Blue’s core categories, including travel pillows, children’s pillows, earphones, adaptors and electronic chargers, alongside carry-on luggage, backpacks, water bottles and the brand’s latest innovation, the Memory Collections range. The extended footprint allows for clearer navigation across categories while highlighting Travel Blue’s focus on functional, everyday travel solutions.

Designed to reflect the brand’s ethos, ‘To Travel is to Live’, the space is bright and open, with a large storefront, bold graphics and lifestyle-led imagery aimed at drawing travellers in and encouraging exploration.

A spokesperson from Tao Qing Yue commented: “We are delighted to launch our partnership with Travel Blue, a leading global brand and strong performer in the Chinese market which offers a huge range of functional, good quality and good value accessories that perfectly meets travellers’ needs.”

Andy King, Managing Director China at Travel Blue, added: “We are thrilled to work with Tao Qing Yue at Shanghai Pudong Airport and open our biggest shop-in-shop airport retail space to date. Travel Blue already has a strong brand presence and outstanding sales in both duty free and duty paid across China, and we look forward to rolling out this permanent shop-in-shop concept across many different airports in the future.”

The shop-in-shop features a broad selection of Travel Blue’s core categories.

Beyond Shanghai Pudong, Travel Blue is now present in more than 50 airports across China, underlining the market’s continued importance to the brand’s global travel retail strategy.

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