Philip Morris-owned Swedish Match has opened a new store concept at Stockholm Arlanda Airport as it aspires to drive leadership in the snus category. 

Inspired by the brand’s domestic retail performance, the new space drives both interaction and education for legal-age consumers (LACs). 

Developed in partnership with Dufry, the concept was designed to immerse consumers in the brand and the history of snus. 

Located at the opening of the Dufry store, the Swedish Match space carries the full range as well as an espresso bar. 

The retail location will host events including Mix Your Own Snus, and feature a Mix of the Week.

Activities include the opportunity to engrave skus with a unique name. 

Swedish match ambassadors are on-hand to offer support on the Swedish Match range and other Philip Morris products. 

“Our ambassadors have knowledge of all the Swedish Match and Philip Morris International products that LAC shoppers are interested in,” said Johannes Varhelyi, Sales Manager International Markets & Travel Retail at Swedish Match.

“It is very exciting to see this new store open as it is a fresh and exciting vision for Swedish Match in travel retail. It also offers something truly new for our LAC shoppers. 

“Often consumers in this environment do not expect to find small-batch products, news or curiosities in tobacco stores, but we believe these will be a positive addition to the travel experience.”