World Duty Free Group has completed “the final piece of the puzzle” in terms of its store redevelopments at Manchester Airport, with the conversion of its remaining Alpha Airport Shopping store in T3 to a Biza Tax & Duty Free store.
World Duty Free Group unveiled major developments and some new retail concepts to the flagship Biza Tax and Duty Free store in Manchester Airport’s Terminal 1, in February of this year. A need to improve the passenger flow of the Manchester Biza store was identified back in June 2011.
During seven phases of refurbishment, WDFG refined the store layout, introduced a navigable walkway, launched the World of Whiskies concept, opened Créme de la Mer and Benefit retail spaces as well as a joint stand alone Jo Malone and Bobbi Brown store.
The Biza travel retail brand was specifically developed for Manchester Airport and the first store was launched in Terminal 1 in May 2008 to replace the former Alpha Airport Shopping store.
[Above: More navigable walkways and clearer sight lines at the Biza store in Manchester]
INCREASED RETAIL SPACE
This was followed by the refurbishment and rebranding of the T2 Alpha store in October 2009, making it the second Biza Tax & Duty Free store in the airport’s retail portfolio.
The T3 store has now been completely refurbished and the retail space slightly increased from 496sqm to 557sqm.
Commenting on the redevelopment, Jose Maria Palencia, CEO of World Duty Free Group says, “We are very proud of what we have achieved, working in very close partnership with the team at Manchester.
“We have delivered a great looking environment to meet the customers’ needs and maximise their in store experience”.
[Above: Duty Free tobacco area designed to comply with tobacco legislation]
An extended liquor area at the front of the store features twenty-five new lines including Chase Vodka, Chase Gin and Bulldog Gin.
As in all its new and refurbished store developments, World Duty Free Group has installed a Tobacco Display Area (TDA) to comply with current and future tobacco legislation.
Within the beauty area which is sited on both sides of the in store walkway, World Duty Free Group has been able to deliver more extensive ranges or major brands such as Chanel, Dior, Clarins, Estee Lauder, Lancome, YSL and Clinique.
Within the luxury area, clearer sightlines have been created and new brands added. WDFG claims that since the refurbished store began trading on 11 August, sunglasses spend has increased by 66%.
[Above: Major international brands feature in the new store’s P&C area]
“The confectionery area benefits from easy access from the main walkway, whilst tax-free is sited in a very visible area at the end of the passenger journey and close to the main till banks,” says the retailer.
Ken O’Toole, Chief Commercial Officer for the Manchester Airports Group (MAG) says: “The Terminal 3 store is the last piece in the Biza puzzle at Manchester Airport and we are confident that the 2.6m passengers who travel through this terminal every year will be impressed with the new look.
“We are committed to ensuring that all of our airside facilities offer the best service and products to suit a range of budgets and passengers’ needs.
“World Duty Free is an important retail partner for the Group and it is testament to the relationship between us that this new store will follow in the success of Terminal’s 1 and 2.”