Dufry-owned, World Duty Free (WDF) launched its new standalone ‘Collection’ store in Heathrow Terminal 5 on 22nd January and within its first four weeks of trading, the global DF&TR retailer says that the store’s ‘exceptional performance has exceeded expectations’.

 

As part of Heathrow Airport’s redevelopment of its central search area in Terminal 5, WDF was presented with the opportunity to create a new standalone luxury store.

 

The resulting Collection concept was designed to showcase the travel retailer’s range of jewellery, watch and sunglasses brands to best effect and ‘reflects WDF’s commitment to deliver outstanding product choice, expert customer service and exciting stores’.

 

 

“Customers have the opportunity to enjoy a more luxurious and bespoke store environment and discover a broader selection of brands and styles,” says WDF.

 

WDF believes that the new store’s wide and ‘inviting’ entrance, clear sightlines and ‘striking design features’, has proved impactful and welcoming to customers. “The fluid ceiling architecture, with its central crystal chandelier, helps create a very light and open retail space which is enjoyable to browse,” adds WDF.

 

An expansive Sunglasses Wall displays over 1600 styles featuring more than 50 brands including some new names such as Celine, Bottega Veneta and Saint Laurent, all at tax free prices.

 

 

Designer watch brands such as Armani and Michael Kors are featured in wall bays whilst a strong representation of Swiss brands includes new names such as Maurice Lacroix and Oris watches. “Pandora and Swarovski create a desirable jewellery area within the central floor space,” adds WDF.

 

Commenting on the new Collection store, Moyra Race, UK Category Manager for Luxury at WDF said: “Our aim was to create something stunning, unusual and inviting whilst delivering an exceptional shopping experience to passengers travelling through Terminal 5.

 

 

“We wanted to feature affordable luxury brands within a strong branded environment where the customer can easily recognise famous names. We’ve had some great customer feedback and the strong sales performance proves that the concept, product mix and knowledgeable store staff are all working together to deliver an exceptional luxury shopping experience.”