Dufry-owned Hudson has extended its alliance with Sunglass Hut in a deal that enables the former to operate new standalone Sunglass Hut travel retail stores exclusively in the US and Canada.

Hudson currently runs six of Sunglass Hut’s 32 standalone travel retail locations in North America and more than 50 Sunglass Hut on-the-go corners in North America.

“We are excited to expand our partnership with Sunglass Hut to offer greater accessibility to this iconic brand in more locations,” said Brian Quinn, EVP and Deputy CEO of Hudson.

“Becoming the exclusive third-party licensee for Sunglass Hut travel retail stores reaffirms our commitment to delivering the products and concepts travellers have come to expect and continues to make Hudson’s stores some of the most sought-after shopping destinations in the industry.”

Each new store will boast a wide selection of styles and designs to allow travellers to explore new brands as well as their go-to favourites, including power brands such as Oakley and Ray-Ban.

Mobile POS capabilities

Mobile POS and other frictionless checkout capabilities will be available, quickening the purchase experience for consumers searching for premium eyewear.

“As a global brand with millions of loyal customers, Sunglass Hut aims to have touchpoints in prime retail locations that feel authentic,” said Giorgio Pradi, Sunglass Hut’s Senior Vice President and General Manager of North America.

“Consumers know when they’re away from home and see that familiar Sunglass Hut moniker, they will find beautiful, branded sunglasses and unparalleled service.

“Particularly in North America, where the brand got its start, our strategy is to be wherever our consumers want to find us and to deliver the same luxury experience they have come to love.”

The partnership between both companies dates to 2020 with the creation of branded on-the-go corners in Hudson’s travel convenience stores, providing travellers with a cross-category shopping option.

Sunglass Hut operates 184 travel retail locations around the world, including at airports such as Rome, Barcelona, Hong Kong and Istanbul; within Hudson stores as Sunglass Hut branded corners; and kiosks worldwide, with an expansion strategy for the future.