Alpha into gear at Birmingham

By Administrator |

Alpha Airports Group (AAG) has completed the first phase of its ?2.5m ($4.3m) retail investment at Birmingham International Airport after winning the tax and duty free concession when it was tendered last year.

AAG was the incumbent operator, but this new contract will see the Terminal 1 duty free store double in size to 12,000sq ft and Alpha plans to open a new store in Terminal 2 in Spring 2006.
David King, Group Retail Director of Alpha Airports Group, said: ‘We have worked with Birmingham International Airport for over 30 years now, so to regain our contract was fantastic news. Birmingham is a core business for us – especially as the airport has such terrific growth potential.’
Under Alpha?s current investment programme for Terminal One, the duty free, perfume and accessories offerings have all been moved into one store. A ‘Eurocave’ has been installed to allow the new range of fine wines to be stored at the correct temperature and a tasting bar has been introduced to allow sampling of key products prior to purchase.
A white sprits wall has also been installed at the rear of the store and the cigar range has been significantly increased. Guess, Firetrap and Levi are amongst the new clothing brands joining names such as Lulu Guinness, Prada, Versace and Pilgrim in the expanded specialties area.
David King added: ‘The improvements into Terminal One will make a huge difference to the passenger experience. Thanks to the increased space our product offering is significantly better and the atmosphere more conducive to shopping. Our store was designed to reflect the look and feel of the country?s top department stores – people will definitely notice a marked difference.’
Richard Heard, Birmingham International Airport?s Managing Director, added: ‘The new Alpha Tax and Duty free offering in T1 is the flagship of our current development programme to improve passenger facilities. The stylish and innovative design of the new outlet, together with extensive mix of merchandise, will provide a more enjoyable shopping experience for our customers and is certain to offer something for every taste.’
AAG said that all 100 Alpha staff have been transferred from their former units, along with the recruitment of an additional 17 perfume consultants.


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