Penhaligon’s first counter at LAX was opened with a launch event on December 4.

Penhaligon’s has opened its first west coast travel retail counter in the US at Los Angeles International Airport, partnering with DFS to debut the brand at LAX’s Tom Bradley International Terminal.

The opening marks a significant milestone for the British fragrance house in travel retail Americas, and represents its first DFS launch in the region under Puig ownership.

The new counter also underlines the continued strengthening of the partnership between Puig and DFS, following the opening of Byredo at LAX in August 2024. The launch forms part of Puig’s wider strategy to develop niche fragrance brands in high-profile international travel retail locations, using experiential retail and storytelling to drive discovery and engagement.

At LAX, Penhaligon’s introduces its William’s Green retail concept to the Americas travel retail channel for the first time. Designed to encourage exploration, the concept blends the brand’s British heritage with a contemporary retail environment tailored to international travellers. The space features a distinctive marble counter, curated displays of the brand’s core fragrances, a dedicated gifting and wrapping area, and clearly defined zones for new launches and novelties. The open layout supports trial while guiding passengers through a seamless and intuitive customer journey.

A key focal point of the counter is the iconic Mansion installation, which showcases Penhaligon’s Portraits collection. The architectural display reflects the brand’s narrative-driven approach and provides a strong visual anchor within the DFS store, reinforcing theatre and sense of occasion within the fragrance category.

Personalisation plays a central role in the Penhaligon’s experience at LAX. Travellers are invited to engage through fragrance profiling, locally tailored on-counter activations and evolving seasonal storytelling moments. These experiences are delivered by trained fragrance consultants, supporting Penhaligon’s commitment to elevated, service-led retail within the airport environment.

To mark the opening, Penhaligon’s and DFS hosted an in-store celebration featuring live music, engraving services, drinks and sweet treats. The event offered guests an early introduction to the William’s Green concept while highlighting the brand’s strength in gifting and personalisation.

Kaatje Noens, Executive Vice President Global Travel Retail at Puig, said: “This opening marks an important step in Penhaligon’s development across travel retail Americas and reflects our long-term commitment to the channel. Introducing the William’s Green concept at LAX allows us to showcase the brand through elevated, experiential retail in one of the world’s most influential international airports. Working with DFS, we are creating environments that encourage discovery, personalisation and sustained engagement with travellers.”

The opening represents Penhaligon’s first DFS launch in the region under Puig ownership.

Amael Blain, Senior Vice President Merchandising at DFS, added: “Penhaligon’s is a highly distinctive fragrance house with strong storytelling and gifting credentials, which makes it an excellent fit for our international traveller audience at LAX. This opening reflects our shared ambition with Puig to introduce differentiated concepts that elevate the travel retail experience, while responding to growing demand for personalised, niche fragrance offers. This retail concept at LAX brings a sense of discovery and theatre to the category, supporting both customer engagement and long-term category growth.”

The Penhaligon’s counter at DFS Los Angeles International Airport officially opened on 13 November, offering travellers a fragrance experience rooted in British heritage, craftsmanship and contemporary retail design, while reinforcing LAX’s position as a key gateway for premium niche beauty in travel retail.

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