The opening of the Today Duty Free flagship store is part of the large-scale renovation of Lounge 1, the area where travellers go after the security check for flights within Europe.

In Lounge 1, Amsterdam Airport Schiphol and Lagardère Travel Retail have opened the airport’s largest shop: the flagship store of the new retail concept ‘Today Duty Free’.

The 1,500sq m store is this new brand’s first and it offers a complete makeover of the duty-free shopping concept.

Today Duty Free was developed based on the insight that travellers are looking for overview, convenience and enjoyment.

Thanks to more than 350 trained staff, from beauty advisors to brand ambassadors, personal attention is key.

Perfume, cosmetics and alcohol are on average 25% cheaper than the regular retail price at Dutch retailers.

Every traveller, regardless of destination, pays the same low price.

The shop is arranged in clear zones and offers additional services such as a tasting bar, self-checkouts, and personal beauty advice.

“Today Duty Free sets a new retail standard for people travelling through Schiphol. Travellers get the best products, the best price and personal service. By combining comfort, quality and price advantage in one contemporary store, we’re making shopping at Schiphol more attractive than ever,” said Arthur Reijnhart, Director Schiphol Commercial.

Flagship store

Covering 1,500 m², the flagship store in Lounge 1 provides space for a wide, distinctive and up-to-date range.

Travellers will find top international brands and niche labels within three main segments: perfumes & cosmetics, wine & spirits, and confectionery.

The shop is the first tangible result of the collaboration between Schiphol and Lagardère Travel Retail, which was announced earlier this year.

The lounge was recently expanded from 19,000 to 24,000 m², providing more space and comfort. The retail and catering offer is also being renewed with 23 new concepts offering more variety, quality and experience.

This collaboration is in line with Schiphol’s ambition to make the traveller experience increasingly pleasant, efficient and inspiring.

Lucio Rossetto, COO Europe at Lagardère Travel Retail, commented: “Together with our partners at Schiphol Airport, we are proud to deliver this first chapter of the refurbishment programme on schedule. The opening of Today Duty Free is a milestone in our shared ambition to elevate the travel retail experience.”

In the coming months, the other duty free shops at the airport, with a combined area of over 5,500sq m, will also be revamped. That is about 20% of the total retail area at the airport.

“This flagship store is a tangible demonstration of the strength and quality of our collaboration and offers new possibilities for brand visibility at the airport. We are pleased to contribute to this important moment for Schiphol Airport and are looking forward to more exciting new developments on the horizon,” added Rossetto.

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