Dubai-based Emirates has launched a dedicated shopping channel in what it claims is a first for inflight retail.

EmiratesRED TV is screened through the carrier’s award-winning inflight entertainment platform (ice) and allows passengers to gain a glimpse behind some of the products available to purchase onboard.

Hosted by British television host Andi Peters, EmiratesRED TV features interviews with the likes of Roja Parfums Founder and Creator Roja Dove, Dr. Levy Switzerland Co-founder Julien Levy, and Boadicea the Victorious CEO David Crisp.

The introduction of the channel comes as Emirates redefines its inflight retail concept by introducing EmiratesRED, which blends duty and tax free retailing with the ability to purchase unique experiences in Dubai and further afield.

DOUBLE-DIGIT SALES IN FIRST MONTH

In what the airline dubs as ‘one of the biggest shifts’ in its onboard retail strategy, passengers can lay their hands on exclusive deals to Dubai Parks & Resorts; IMG Worlds of Adventure in Dubai; Dubai Rugby 7s; and the Emirates Aviation Experience in London.

Meanwhile, the new EmiratesRED (Retail, Experiences and Dubai) catalogue launched on 1 October advertises more than 150 products, including the latest and rarest brands.

These include skus exclusive to Emirates, such as scents from Boadicea the Victorious and premium skincare brand Seabuck Switzerland.

Since the launch of the EmiratesRED programme, sales have soared by 23%, with average sales per passenger rising by 10%.

Popular items include Apple Airpods and the newly launched Apple Powerbeats Pro amid a portfolio that includes perfumes from Carolina Herrera’s Bad Boy and Good Girl Glorious Gold, Yves Saint Laurent, Libre, Lancôme Idôle, Guerlain Mon Guerlain Intense and Dolce & Gabbana K.

Customers can also purchase official logoed aircraft models and playing cards from the Emirates store.

Those travelling from the 19-23 December can enjoy a 20% discount when spending over US$200 on EmiratesRED purchases.