Dufry-owned Hudson has opened a House Of LR&C boutique at Denver International, the brand’s first store in an airport setting.
The House Of LR&C is a sustainability-driven fashion brand. It is co-owned by Super Bowl champion Russel Wilson, and Grammy-winning singer-songwriter Ciara.
Located in Denver’s Concourse C, the 500sqm space features the sustainable Good Man Brand range from the company.
Described as ‘contemporary-yet-casual’, the line encourages men to “feel good, look good, and do good”.
The shop officially opened on Tuesday 18 July with a ribbon cutting. Wilson was in attendance, along with representatives from Hudson, Denver International, and nonprofit organisation Color of Fashion.
It marks the first opening since Hudson inked an exclusive travel retail partnership with The House of LR&C last year.
Hudson plans to introduce The House of LR&C at additional airports throughout the US and Canada. Future stores will feature both Good Man Brand and LITA by Ciara.
The in-store assortment at Denver includes Good Man shirts, trousers, joggers and footwear.
Clothing is made from organic cotton and merino wool, displayed on recycled paper fibreboard hangers, with no unnecessary tags.
The store also features Flowcodes, which, when scanned by a smartphone, give passengers more information about a product. They also serve exclusive content.
Hudson team members are using Flowcodes to serve as brand ambassadors and stylists, creating personalised experiences for shoppers.
House of LR&C: ‘Hallmark’ of sustainability
“More than ever, we’re hearing from our travellers that they are looking for products that are ethically and responsibly made,” said Brian Quinn, Executive Vice President and Deputy CEO of Hudson.
“As a hallmark of sustainable fashion, The House of LR&C is the ideal partner to meet that demand and show how our ESG commitments under our Destination 2027 strategy touch every part of our business.
“We are excited about this new store opening and look forward to travellers being able to shop for some of the highest quality apparel from Russell Wilson, Ciara, and The House of LR&C.”
Russell Wilson added: “Good Man Brand is designed for the man leading a life on the go who is looking for clothing and footwear that’s versatile, stylish, and good for the planet.
“With the opening of our first-ever airport store in Denver International Airport, we’re now able to service our home airport and offer travellers and the people of Denver elevated, sustainable essentials that are perfect for travel days, gifting, and beyond.”
Denver International CEO Phil Washington commented: “It’s a big win to have The House of LR&C’s Good Man Brand at DEN.
“Bringing The House of LR&C DEN to passengers aligns with Vision 100, our plan to reach 100 million annual future passengers, by enhancing the customer experience.
“As one of the busiest airports in the world, it is important passengers have sustainable shopping options, and the House of LR&C provides that and so much more.”
ACI has named Denver the world’s third busiest by passenger numbers, handling 69.2. million people in 2022.