DFS toasts 50 years at SFO as refreshed shops make statement

By Luke Barras-hill |

DFS is celebrating 50 years of operations at San Francisco International Airport.

As expected, DFS Group reopened its newly renovated flagship stores and boutiques at San Francisco International Airport (SFO) on 1 June.

A ribbon-cutting ceremony at the Terminal G concourse gathered senior officials from DFS and SFO, in addition to VIPs and local celebrities.

Guests were treated to Chandon sparkling wine; spirits tastings by Hanger One, Gold Bar Whiskey, Rémy, and Hennessy Cognac; wine tastings from Silverado and Duckhorn; chocolate tastings by Tcho and See’s along with strawberries hand-dipped in Ghirardelli chocolate; and hors d’oeuvres provided by Napa Farms.

A spread of entertainment included live music, poetry, digital caricature portraits and body painting, all supplied by local vendors.


The grand event kicked off 50 days of celebration to spotlight exclusive products, gifts and local items from the Bay Area.

DFS has accommodated millions of international passengers since the luxury travel retailer opened its doors at SFO in 1972.

In view of the return of international travel throughout the US, DFS undertook extensive renovations of the two flagship stores in the Terminal A and G concourses, situated near to the newly expanded security checkpoints.

Accompanying this was a remodelling of luxury boutiques for Gucci, Burberry, Hermès and the world’s first in-airport Saint Laurent.

The renovations, which symbolise the casual, yet cosmopolitan essence of San Francisco, were timed to coincide with DFS’ five-decade anniversary of operations at the airport.

Left to right: Karl Sutcliffe, General Manager, DFS at SFO; Mark Chandler, Director of San Francisco Mayor’s Office International Trade & Commerce; Benjamin Vuchot, Chairman and CEO, DFS Group; Ivar C. Satero, Director, SFO; and Martin Matthews, Managing Director, DFS US Division.

Benjamin Vuchot, Chairman and CEO, DFS Group said: “This marks another milestone in DFS’ history. Not only are we reopening for our customers and unveiling our renovated retail concepts delivering a unique luxury experience and a sense of place, we are also celebrating 50 wonderful years at SFO.

“Our aim at DFS is to create destinations within destinations, and SFO is a perfect example of this ethos. We are honoured to continue working with the SFO Airport team, with the office of the Mayor, and with our brand partners, to ensure that SFO maintains its reputation as a world-class airport within a world-class travel destination.”

Ivar C. Satero, Director, SFO added: “This is truly a milestone for both DFS and SFO… 50 years of working together to create an exceptional experience for our customers from around the world. There is no better way to celebrate this achievement than with the grand opening of these gorgeous new flagship gallerias and boutiques.”


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