Amsterdam Schiphol Airport rebrands shops and scraps ‘See Buy Fly’

By Charlotte Turner |

Amsterdam Airport Schiphol says passengers will now benefit from the operator’s ‘new positioning strategy for retail and catering outlets at the airport’, with a focus on ‘the total online and offline shopping experience and international consumers’, and Dutch icons playing an important role.


Schiphol says that this new approach will allow the airport to offer both Dutch and international passengers a ‘distinctive and multifaceted shopping and dining experience’ that can only be found in the Netherlands.


The change means that the familiar ‘See Buy Fly’ signage – synonymous with the airport and the concept of duty free shopping for many international travellers – will no longer appear as a separate brand in the store image. This is because the airport will be focusing more on creating a broader shopping and dining experience for Dutch and international passengers, while the See Buy Fly concept ‘is mainly associated with price promotions’, says AMS.


The airport will carry a new orange theme and will offer traditional and ‘surprising’ Dutch products.

The airport will carry a new orange theme and will offer traditional and ‘surprising’ Dutch products.

In addition to the long list of exclusive shops and products, Schiphol also boasts modern restaurants, exclusive museums such as the Rijksmuseum and NEMO, a library and much more. The new positioning can be seen both in the terminal and on all online channels available for consumers to explore.


“We want to position shopping at Schiphol in a way that reflects the current trends, in which experience, internationalisation and online are playing an increasingly important role,” said the airport operator.



“We are extremely proud to have designed a shopping experience with a look that Dutch citizens will recognise and that offers unique encounters with Dutch icons that international passengers will enjoy,” said a Senior Marketing & Customer Experience Manager at Amsterdam Airport Schiphol.


The airport will carry a new orange theme and will offer traditional and ‘surprising’ Dutch products. The shopping environment on has been designed in the new style with a wealth of product information. Passengers can also browse through and reserve products at home (Click & Collect).


“In addition to the world-class Rijksmuseum and NEMO, there are even more Dutch treasures to discover at Schiphol that make the shopping experience at our airport unique,” said the airport.


“Examples include the Dutch cuisine at grand café Tastes from the Lowlands, furniture made by leading Dutch designers like Marcel Wanders, and other exciting and sustainable Dutch newcomers such as the Health Food Wall, the Yoghurt Barn and Soup&Bakery by the Verspillingsfabriek. Passengers can also purchase products from a range of Dutch brands, such as Tony’s Chocolonely in Departure Lounge 3.”


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