Hudson ‘reinvigorates’ Brookstone brand with next-generation concept

By Charlotte Turner |

Dufry-owned Hudson, has shared its vision for the next generation of Brookstone airport stores, reflecting Hudson’s commitment to ‘reinvigorating the powerhouse brand’ after becoming its exclusive airport retailer in 2019.

 

“Now with a sleek, ultra-modern store design and expanded product assortment, Brookstone celebrates a differentiated shopping experience for the traveller – driven by robust industry insights, built on brand accessibility, and positioned as an innovative, one-stop-shop,” said Hudson.

 

Elements of the new, reimagined Brookstone have been incorporated into the recent openings at Nashville International Airport (BNA), Norman Y. Mineta San Jose International Airport (SJC), Seattle-Tacoma International Airport (SEA), and the Virgin Hotels Las Vegas, with plans to open new stores with the full redesign in the coming months.

 

ADDITION OF NEW CATEGORIES SUCH AS STEM

“Brookstone is such an iconic name,” said Michael Levy, Senior Vice President and Chief Merchandising Officer of Hudson.

 

“Our vision was to create a space that would become the ultimate lifestyle and experiential destination for the whole family by blending the electronics categories synonymous with Brookstone with newer product categories like STEM learning and well-ness.

A next-gen Brookstone store at Seattle Tacoma International Airport.

The Brookstone store at Seattle Tacoma International Airport carries elements of the next-gen concept.

“A big focus for Hudson has been expanding our merchandising assortment to create an all-encompassing shopping experience, and our evolution of the Brookstone brand is just the latest example of how we’re innovating to successfully deliver on these growth opportunities to serve the evolving needs of travellers.”

 

Combined with informational screens, hands-on product demonstrations and other interactive touchpoints, the store is a ‘fully immersive oasis for travellers of all ages’, insisted the Dufry company.

 

BRANDED DISCOVERY ZONES

The store is divided into branded discovery zones with each completely modular.

 

Key zones are split into the following categories: audio; luggage; massage; STEM; tech essentials; travel essentials; tech toys; travel comfort and wellness.

"Just electronics? Not anymore!" says Hudson on its Instagram account.

“Just electronics? Not anymore!” says Hudson on its Instagram account.

Each zone in the store also features a prominent collection of Brookstone-branded products with custom packaging.

 

“The redevelopment of the Brookstone airport brand furthers Hudson’s strategic transformation of its specialty retail portfolio, blending innovative ways to experience Hudson favourites with elevated brand experiences for modern travel,” said Hudson.

 

“Today, Hudson operates more than 30 standalone Brookstone stores in airports and continues to expand the classic brand into new non-traditional formats, including automated specialty retail and Evolve by Hudson, a new shop-in-shop store that blends a specialty brand experience with the accessibility of travel essentials.”

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