DFS Waikiki has reopened, featuring more than 100 brands. Images: DFS Waikiki

LVMH-owned travel retailer DFS Group has reopened its luxury DFS Waikiki store as it marks 60 years in Hawaii.

The space, open to locals and international travellers, reopened on 14 September, featuring more than 100 brands across beauty, watches, fashion and more. 

More than 45 local makers and artisans are represented through the store, which includes the largest beauty hall in Hawaii and an “unmatched” watch assortment.

Local names span Jules & Gem, Ua Body, Lanikai Bath & Body, Wai Meli, Manoa Chocolate, Coco Moon and more.

Travel retail exclusives include DFS’s own Hawaii Market Collection brand, Dior La Collection Prive, Chloe Atelier, Guerlain. For wine and spirits, assortments from Glenfiddich, Balvenie, and Veuve Clicquot feature.

Shoppers do not need passports or boarding passes to make purchases in the store.

The “elegant” design has been “thoughtfully reimagined” for a new generation of Hawaii shoppers, DFS said.

A carpet features different shades of blue to reflect the ocean, while floral patterns reflect the island’s vegetation. 

DFS said 90% of its current workforce is comprised of former employees. Several management staff have more than 45 years of service with the business. 

‘Reimagined’ DFS Waikiki experience

“We are excited to welcome back locals and visitors to our iconic Waikiki store, which has been inspired by the beauty and authenticity of the islands to reimagine the DFS Waikiki experience,” said Benjamin Vuchot, DFS chairman and CEO. 

“Hawaii is an important location for the DFS portfolio with its rich history and legacy in the islands. DFS is committed to continuing to introduce the best experience to Hawaii and its locations worldwide.”

DFS Waikiki features both local and international brands. Image: DFS Waikiki

In a LinkedIn post, Vuchot added that DFS Waikiki holds a “special place” in DFS’s history as one of the first stores the business opened 63 years ago. 

“I am a lucky person to be part of the journey in reopening the store to the world once again. This memory will stay with me for a very long time.”

A community focus

Vinay Lamba, President of DFS’ Asia Pacific and US regions, added: “The grand reopening of DFS Waikiki marks a significant milestone in the world of luxury shopping in Hawaii.

“In addition to providing exceptional products and services to its customers, DFS is dedicated to contributing to the local community. 

“For the reopening of our Waikiki store, we’ve partnered with Nā Kama Kai to upcycle more than 70 locally sourced surfboards into visual merchandising displays for the launch period. 

“These will then be donated to the youth programs of Nā Kama Kai, a local non-profit organisation whose mission is to help children foster a connection to the ocean and to teach ocean safety, conservation, and stewardship. 

“We are also selling the Maui Strong t-shirts across our stores in the US with all proceeds to be donated to support the rebuilding of communities affected by the Maui fires.”

In July, LVMH announced that DFS had returned to profitability following Covid 19-related shutdowns. The company’s Selective Retailing division, where DFS sits, saw sales reached €8,355 million for the prior six months.