Hudson has implemented its next-generation store fascia at Norfolk International Airport (ORF) located in Virginia, US.

Announcing the news on Twitter, the airport said travellers will benefit from ‘a bright, spacious shop with automated self-checkout, digital ad boards and a wide variety of products’ in what is claimed to be the launch store for Hudson’s new retail platform.

TRBusiness has reached out to Hudson for comment.

Dufry-owned Hudson Group announced a corporate rebrand to ‘Hudson’ last year in a nod towards its status as a 360-degee travel retailer.

The refreshed shop concept, which promises flexible and customisable retail options and features unique digital elements for airports, was expected to roll out in phases at the beginning of this year.

“Reaching our highest recorded annual passenger traffic in 2019, the Norfolk Airport Authority has enjoyed a successful relationship with Hudson and we support any innovation and efficiencies which improve the passenger experience at Norfolk International Airport,” said a Norfolk Airport Authority spokesperson.

The next-generation Hudson shop is located at Concourse A at Norfolk International Airport.

ORF is described as a major airport serving coastal Virginia and northeast North Carolina.

Shops at the two-level main departure terminal that is divided into Concourse’s A and B include Tech on the Go, Sweet Indulgences, FAO Schwarz and a number of Hudson News outlets.