Dufry debuts new Mind, Body & Soul shop-in-shop concept in Jordan

By Faye Bartle |

Dufry's Mind, Body & Soul shop-in-shop at QAIA in Jordan.

Dufry’s first Mind, Body & Soul shop-in-shop has opened at QAIA in Jordan.

Dufry has introduced its new Mind, Body & Soul global shop-in-shop concept at Queen Alia International Airport (QAIA) in Amman, Jordan.

The retailer’s new shopping concept sits within existing Dufry stores and has been developed to meet the ‘increasing customer interest in purchasing healthier and more sustainable products’.

Visitors can discover a range of nutritious, energy-focused foods alongside a selection of sustainable products, including those that help to promote a sense of wellbeing.

“Wellbeing and sustainability are just two of the topics that are very much a priority for many people now,” said Andrea Belardini, Chief Commercial Officer at Dufry.

“As the leading global retailer, Dufry is committed to promoting sustainability and wellbeing within the travel retail sector and wanted to seize the opportunity to fill this gap in the market.”

Each of the Mind, Body & Soul retail concepts will be tailored by location.

For the debut area in Jordan, relevant new lines and product assortments from existing Dufry suppliers, such as Rivage, Bloom and Al Reyhan sit alongside a number of new brands that the retailer has introduced.

These include the Long Haul Spa range, which focuses on mini spa products for use inflight and internationally recognised brands such as Chilly’s and Fitbit.

Examples of eco-friendly brands on offer include Verolive’s natural skincare products and HAAN’s sustainable option for hand sanitisation and skincare, presented in recyclable and refillable packaging.

Dufry's Mind, Body & Soul shop-in-shop at QAIA in Jordan.

At Dufry’s debut Mind, Body & Soul shop-in-shop at QAIA in Jordan, shoppers can browse and buy a range of sustainable products, including skincare presented in recyclable and refillable packaging.

“As Jordan’s prime gateway to the world, we are keen to shape a convenient and welcoming travel experience filled with all the things our passengers value most; a home away from home, so to speak, said Nicolas Claude, CEO of Airport International Group, the Jordanian company responsible for the rehabilitation, expansion and operation of QAIA.

“To accommodate these preferences, we’re excited to have Mind, Body & Soul at QAIA and to see our passengers from around the globe explore its renowned health and wellness brands, particularly the natural and organic products of our premium local suppliers.”

We can expect to see more Mind, Body & Soul shop-in-shops appear in key Dufry locations in the future.

“The shop-in-shop in Jordan is the first such launch and will be followed by further openings in several locations worldwide, including Cambodia, Brazil and Bali to name just a few,” revealed Belardini.

“We expect a positive customer reaction to the introduction of this concept and its collection of products, which are intrinsically linked with sustainability and overall good health.”

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