Hudson to ‘Evolve’ at Nashville Airport with new shop-in-shop concept

By Luke Barras-hill |

Dufry-owned Hudson will throw open the doors to a new one-stop shopping destination at Nashville International Airport this summer.

Hudson, which runs more than 1,000 news, convenience, duty free and speciality retail shops at airports, commuter hubs, landmarks and tourist locations across North America, says a further seven Evolve openings will follow.

These will include at Dallas Love Field and Las Vegan McCarran International Airports.

The shops will blend speciality brands and travel essentials for an enticing shopper experience.


Complementing the merchandise assortment will be brands from parent Dufry’s national and international portfolio.

“The strategy we’ve executed over the years has positioned the Hudson brand as an iconic and trusted anchor of the airport experience for travellers and landlords alike,” said Brian Quinn, EVP and Deputy CEO, Hudson.

“Now, as we’re witnessing the dynamic transformation of the retail space, we’re taking the opportunity to further leverage what makes it successful: convenience and brand recognition.

Hudson Evolve will debut at Nashville International Airport this summer before landing at seven more locations, including Dallas Love Field International Airport.

“Our new Evolve store will transform larger retail footprints, with the existing Hudson convenience model in mind, to curate a multi-brand concept that will allow Hudson to continuously innovate for the modern travel retail environment now and into the future.

Each Evolve store will feature a wide, open storefront with digital signage and a footprint of at least 2,000sq ft.

Inside, a circular traffic flow guides travellers past floor displays and shop-in-shop fixtures.

Popular and up-and-coming brands are spotlighted through seven product categories: Sunglasses; Electronics & Entertainment; Personal Care & Wellness; Luggage & Writing Instruments; Accessories & Apparel, Local Goods & Souvenirs; and Travel Essentials and Snacks.

The selection of brands in each store is tailored to the unique airport destination.

In this way, Hudson says no two Evolve stores will be the same and each has the ability to flexibly interchange brands based on demand, seasonality and trends.

Multiple state-of-the-art self-checkout kiosks and mobile points of sale are available for grab-and-go purchasing, while customers can also choose to queue at traditional tillpoints.

After Hudson’s success with shop-in-shop partner Sunglass Hut, the number of brands signing up as strategic shop-in-shop partners has grown.

One partner, The Art of Shaving, speaks of the pent-up demand for travel set to be unleashed in the coming months.

“Personal health and hygiene are more important now than ever and we know grooming plays a critical role in this self-care,” comments Falguni Desai, CEO and Managing Director, The Art of Shaving. “The Art of Shaving prides itself in having a comprehensive, luxurious, and barber-endorsed lineup of skincare products that are made from fine botanical ingredients.”


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