Etihad unveils new ‘Vibe’ Lifestyle Shopping Guide, effective 1 October

By Andrew Pentol |


Retail inMotion took over Etihad Airways’ boutique programme in November 2018.

Etihad Airways has launched its new ‘Vibe’ Lifestyle Shopping Guide (see below) to replace the previous boutique catalogue, effective 1 October 2019.

The new shopping guide was developed by inflight retailer Retail inMotion in partnership with the Identity Publishing House. The former took over the airline’s boutique programme in November 2018 and introduced the Sweet and Salty food and beverage retail programme in April 2019.

Latest fashion and lifestyle trends, various luxury brands, cult products and exclusive releases are all featured within the guide. Latest events, shows and travel destinations are also covered.

Regular features will include advice from an in-house health and beauty expert and tips on favourite travel products from selected crew members.


The October issue showcases International Fashion Weeks worldwide, the best spots to celebrate the New Year and the Abu Dhabi Grand Prix.

Vibe-for-webAndrea Fiore, Head of Global Sales at Retail inMotion said: “We are enormously excited to launch Vibe into the market. Our market research has shown that the old model of inflight catalogues is outdated. Vibe will engage with passengers at a completely different level, offering great content together with a ‘wish-list’ of products.

“The guide has been developed after months of research and development, to offer a best-in-class retail experience to Etihad guests.”

Jamal Al Awadhi, Vice President Product and Guest Experience, Etihad Airways added: “We are committed to providing our guests exceptional service and innovative experiences. The launch of Vibe will set a new global benchmark for the inflight retail experience and future enhancements will include an e-commerce platform, a pre-order option and home delivery.”

Michael Dennington, Director, Identify said working with Retail inMotion for Etihad Airways provided an exceptional opportunity to leverage its inflight retail publishing expertise and to develop a game-changing concept for the airline. “The support and response from suppliers has been truly exceptional,” he remarked.

Stay close to TRBusiness for an extended video interview with interview with Andrea Fiore, Head of Global Sales at Retail inMotion. 




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