The flexible shop concept can be tweaked to promote seasonal fashion offers, sports merchandise around events and more.

Dufry-owned Hudson Group says an overhauled store concept accommodating customisable retail offers for airport customers will roll out to key markets in phases from early 2020.

The versatile shop fit-out features digital displays that can be loaded with content aimed at local travellers, interchangeable modular walls allowing assortments to be modified dependent on the season or occasion, plus self check-out stations for stress-free shopping.

Additionally, Hudson will introduce a new consumer-facing mobile application, *Hudson Blue, in mid-2020.

The US travel retailer announced a refreshed corporate fascia earlier this month in line with its commitment to being the ‘Traveler’s Best Friend’.

Roger Fordyce, Chief Executive Officer, Hudson Group said: “In addition to the unique digital elements, our next generation store concept is the perfect platform to not only expand Hudson’s current retail offerings and partnership categories, but more importantly allows product mix and transactional flexibility as our customers and trends evolve.”

Brian Quinn, EVP and Chief Operating Officer, Hudson Group added: “Our refreshed design concept will grab customers at the door and draw them all the way into the back of the store – giving us the opportunity to customise each store to make it more enticing to travelers and profitable for our travel-hub partners.”

*Travellers can connect with Hudson stores via their mobile device for information on products and promotions.