Victorinox’s shop-in-shop represents its first space in Scandinavian TR.

Victorinox, maker of the original Swiss Army Knife, has partnered with Dufry at Helsinki Airport to open its first multi-category shop-in-shop in Scandinavian travel retail.

The 24 sqm space showcases Victorinox’s multi-category product offering, featuring a broad selection of travel gear. This includes the Spectra and Lexicon Hardside Collections, I.N.O.X watches and famous multitools.

Located in a multi-brand fashion and accessories Dufry boutique, Victorinox’s shop-in-shop represents its first space in Scandinavian TR following the formation of its dedicated TR team.

According to the company, the concept reflects the core values of the Victorinox brand; functionality, innovation, quality and iconic design.

NATURAL MATERIALS

This has been interpreted through the cross and shield logo and selection of natural materials.

Victorinox said the combination of these natural materials with black steel fixtures created a clean, premium look and feel which echoed its  tradition and modernity.

Director of Global Travel Retail Thomas Bodenmann said: “This opening is an important step for the Victorinox brand in travel retail, marking the first time we’ll be able to bring to life our multi-category credentials together with our partner Dufry outside of Switzerland, in a dedicated airside space at a premium location.

The 24 sqm concept showcases Victorinox’s multi-category product offering.

“The opportunity is particularly interesting given Helsinki Airport’s rapid evolution into a leading long-haul hub in Northern Europe.

“It’s growing route network, particularly in Asia, will allow us to further build our brand with a number of key nationalities–including the Chinese, with whom Victorinox enjoys strong brand recognition.

“From both a commercial and a brand-building perspective, we’re extremely excited at the potential in Helsinki.”

Dufry Global brand Manager Toby White commented: “Victorinox is a hugely-respected and iconic brand and very popular among Asian travellers.

“It is a welcome addition to our retail offer at Helsinki.

“Delivering a differentiated experience to the airport’s customers is one of our key goals so we are particularly pleased to see the brand presented in a new and unique format.”