Hermes has upgraded its luxury counter at Bahrain International Airport.

A new Hermès perfumes counter has been launched at Bahrain International Airport’s (BAH) refreshed departures retail precinct, as travel retailer Bahrain Duty Free broadens its luxury brand credentials.

Situated within the expanding perfumes and cosmetics area, the new 15sqm counter replaces the original 3sqm fixture.

“The passenger journey through the new departures retail hub is taking on a new dimension virtually every week as we continue our season of dynamic, phased launches,” explained Bassam Al Wardi, General Manager, Bahrain Duty Free.

“It is vital that we acknowledge and act in response to a shifting travel retail landscape, and in extending our portfolio of luxury brands we are satisfying the shopping desires of the travelling audience and working hand-in-hand with all our partners to ensure that Bahrain Duty Free is recognised for its duty free experience.”

Bahrain Duty Free Shop Complex is in the process of overhauling its retail spread in departures.

‘FRESH, CLEAN LINES AND A DISTINCTIVE PUNCH OF ORANGE’

The prestigious French luxury brand brings more than 65 years’ experience in the fragrance world to the Bahrain location, uplifting the brand’s two-year airside presence.

Hermès Parfums’ Middle East Director Paul Tager added: “The new setting is home to a sizeable collection of olfactory creations from the house of Hermes; and has been designed as a welcoming space that harbours a world of marvels.

“We invite Bahrain Duty Free customers to explore, among other fragrances, the Hermessence collection. These poetic perfumes represent creative freedom; and are singular compositions that perfectly capture the essence of the perfumer’s craft and skill.”

Alongside scent collections, beauty consultants are also available to assist customers in choosing their ideal fragrance.

The new Hermès counter is the latest addition in a tranche of recent openings at the 2,300sqm departures retail hub, including Aer Rianta International’s trademark Candy Cloud confectionery concept, the Middle East’s first Johnnie Walker House, and a dedicated premium watches area.

As reported, the ARI Middle East operated Bahrain Duty Free Shop Complex is in the process of overhauling its retail offering in the departures area, feeding into BAH’s new terminal construction plans to increase passenger handling capacity from 4m to 14m PAX per year.