German company Braun and Spanish airport electronics operator Crystal Travel Retail have partnered to deliver a new best-in-class furniture concept at Brussels Airport.

The furniture was introduced in Crystal Travel Retail’s Brussels Airport Pier B Tech & Fly store, which offers a range of high-end devices and accessories.

According to Sven Olschewski, Senior Market Strategy Manager, Braun, the aim of the project was to utilise existing Crystal Travel Retail furniture and re-design it in a flexible way to meet Braun brand equity and support the retailer.

STRONG IMPACT

He commented: “Brussels Airport offers a good profile with 80,000 passengers daily, of which 50% travel for vacation and 30% for business.”

Alejandro Lopez Sedano, Senior Buyer, Crystal Travel Retail, Tech & Fly Shops added: “Braun grew 269% in terms of unit sales and 290% in value [in the six months following the implementation of the new furniture] meaning the exhibition truly supported the premiumisation.

“For our sales staff, the presentation is helpful as the touch and feel lift-and-compare-unit educates shoppers and enables us to keep our core furniture in the store.”

Braun and Crystal Travel Retail are currently working on a second joint point of sale project which will launch shortly in the Pier A Tech & Fly store at Brussels Airport.