Dufry-owned Hudson has been awarded a new 12-year duty free concession at Boston Logan International Airport (BOS).
The travel retailer, which operates more than 1,000 stores in airports, commuter hubs, landmarks, and tourist locations in North America, will overhaul merchandise assortments at the airport after also picking up a three-year extension for the duty paid business.
With a presence at BOS dating to 1995, Hudson has developed an expansive portfolio of travel convenience, specialty retail, and quick-serve food & beverage (F&B) concepts at all four Terminals in partnership with The Massachusetts Port Authority (Massport) and MarketPlace Development.
Under the extended contract and new concession agreement, Hudson will introduce locally inspired, globally-relevant concessions consisting of eight new duty paid and eight duty free stores in 2023 and 2024.
Expanding the footprint
The new operations feed into Dufry’s Destination 2027 and ‘are grounded in a vision to lead a travel retail revolution’, asserts Dufry.
This will play through in shops highlighting the community, from local products to local partners; omni-channel digital innovation that engages travellers throughout their entire journey; world-class brands from Hudson’s and Dufry’s nationally and globally recognised portfolios; and high levels of service and operational excellence.
The new stores, spread over 23,000sq ft of retail space, will allow travellers to experience frictionless payment options like self-checkout and mobile POS, pre-order for duty free through Reserve & Collect and obtain exclusive benefits and savings with the Red By Dufry loyalty programme.
They will be operated in partnership with Hudson’s longstanding Airport Concessions Disadvantaged Business Enterprise (ACDBE) Partners: Branded Works Inc., Kellee Communications Group, Inc., NIA Corporation, and Saxon Ventures LLC.
“The duty paid extension and new duty free contract reflect the shared commitment of Hudson, Massport, and MarketPlace Development to elevate the travel experience and create a concessions portfolio that is not only tailored to the diverse passenger profile of each Terminal but also reflects the rich culture and history of the city,” said Brian Quinn, Executive Vice President and Deputy CEO of Hudson.
“Our new stores will showcase Hudson’s ability to offer unique shopping experiences while setting the standard for the future of travel retail.”
Domestic and international travellers can shop at Terminals A, B, and C from a selection of cosmetics and fragrances, alcohol and tobacco (international travellers only) and other products.
Terminal E, which is for international travellers, will offer five duty free shops – each designed to feel like a destination – including an immersive 11,000sq ft walkthrough store.
Among the shops is The Connoisseur Collection, the first of its kind in any US airport, an intimate drinking lounge and shop that takes its inspiration from Boston’s rich heritage of whisky clubs and the history of the Rowes Wharf trading port.
Three boutique-inspired shops, similar to those found on Boston’s iconic Newbury Street, will be spread out throughout the Terminal, each with a different assortment of products.
One store will be devoted exclusively to luxury skincare and cosmetics, featuring fragrances Les Exclusifs de Chanel and La Collection Privée Christian Dior.
Meanwhile, another will feature classic duty free offerings of international liquor, fine wines, spirits, and tobacco along with a standalone Johnnie Walker section.
A third store will fuse makeup, haircare, and skincare brands like Clinique, Estée Lauder, and Lancôme with premium eyewear, confectionery, and local souvenirs.
Travellers can test a virtual try-on for sunglasses, a ‘Mind, Body & Soul’ wellness shop-in-shop, and a haute perfumery space dedicated to prestigious fragrance houses like Creed, Diptyque, and Parfums de Marly.
Complementing the individual duty free stores will be a walkthrough concept, with a concept styled with cues from the city; from the entrance gateways echoing the cable-stayed Zakim Memorial Bridge to artistic renditions of tree canopies as a tribute to the Emerald Necklace of green spaces found throughout the city.
Inside, consumers can explore four shopping zones inspired by two of Boston’s most iconic neighbourhoods: Back Bay and Jamaica Plain.
In Back Bay, Hudson designed two zones that will bring to life the luxury of Newbury Street and the beauty of the secret Rose Garden.
Travellers will encounter an array of renowned beauty, makeup, perfume, and fragrance brands like Chanel, Clarins, Drunk Elephant, Elemis, Giorgio Armani Beauty, Kérastase, Kylie Cosmetics, Lancôme, Shiseido, Sol de Janeiro, and Yves Saint Laurent, as well as rotating pop-up shops.
The fragrance section will be anchored by a mixology bar, where perfume lovers can use their smartphones to create and take home their own unique scents.
For makeup aficionados, a dynamic colour playground and interactive magic mirrors will help them discover their perfect shade and enjoy a virtual makeover.
The second half of the store boasts two distinct zones: The Three Squares, representing the neighbourhoods of Hyde, Jackson, and Egleston Squares, and The Arboretum, named after the arboretum of Harvard University.
An eclectic selection of watches, jewellery, sunglasses, confectionery, wines, local goods will be available from the areas.
Hudson’s duty paid stores will showcase a selection of brands, innovative technology, and local flair in a nod to historic Boston.
Two Hudson Nonstop stores will reside at BOS, the first of which will be found in Terminal E while the second location will be in Terminal C and connect to ‘Evolve’, Hudson’s travel convenience and specialty retail concept.
Both units will allow travellers the type of fast and frictionless experience found at other Hudson Nonstop stores, with passengers able pick up must-have essentials, F&B products, and local favourites, before paying and exiting.
Two additional combination concepts will also make an appearance at the B/C Connector and Terminal E, a Hudson and Dunkin’ concept at the former and a hybrid and F&B marketplace at the latter. There will also be a standalone Hudson store in the B/C Connector.