Hanse Distribution has extended its non-inflight retail footprint in Europe by agreeing a contract with WHSmith.

The supply partnership with the leading news and convenience retailers spans 30-35 of its stores across Spain, Germany, Italy, France, UK and the Netherlands.

It predominantly covers airside and landside areas at international airports including Adolfo Suárez Madrid–Barajas Airport (pictured right), Düsseldorf, Rome Leonardo da Vinci, Amsterdam Schiphol and Paris Charles de Gaulle, in addition to some rail points of sale in the WHSmith network.

THREE SKUS

Speaking exclusively to TRBusiness today, Hanse Distribution confirms the Doppler Zero99 umbrella (RRP €25/$28) as the first sku to list with WHSmith.

Weighing 99 grams, the lightweight, German-made item is available in different colours and features carbon parts for durability against the elements.

A further two brands concentrating strongly on sustainability are set to list in the future.

These are recyclable water bottles from Dopper (RRP €12.5/$14.2 to €34.5/$39.2; already available at other airports including Stuttgart) and the Pokito coffee cup (€17/$19).

As reported last year, former Braun executive Mariangela Pichierri joined Hanse Distribution as International Sales Manager to build its non-inflight travel retail business, helping to secure quickly new business with Frankfurt Airport.

Hanse confirms it is in discussion with other retailers regarding the listing of certain products and it harbours a broader ambition to extend internationally beyond Europe.

The company says the partnership with WHSmith enables the creation of additional brand awareness, notably for best-selling skus and new ones with a focus on sustainability.

Commenting on the agreement, Pichierri said: “It’s a good start and very important for us. WHSmith is expanding amazingly, opening more and more stores and passengers find everything there. It took a bit of time – you have to find the proper brands that will work.”

On Doppler specifically, she added: “There are very few retailers working with umbrellas; there is not a big focus on them and they are found more in bag and trolley stores. No one really travels with them, so this is perfect – it fits into every bag such as a clutch and is wind resistant.”

WHSmith grew its travel division by 18% (+8% excluding the acquisition of inMotion) for the six months ending 28 February.

Travel accounts for more than 70% of annual Group operating profits and the division operates 425 international – including 115 inMotion – units (correct as of 28 February; publication of WHSmith Interim Results 2019).