Thabet Musleh, Chief Retail & Hospitality Officer at Qatar Airways, has teased the details of a “very, very big” partnership on the horizon with one of the world’s top luxury brands, focused on its perfumes, which is set to launch in November/December.

The initiative will mark the first partnership of its kind with a retailer in an airport, according to Musleh who promised: “It’s going to be incredible.”

“We really enjoy it,” he said of bringing brand partnerships to life. “It’s great when you work hand-in-hand with a brand to bring these experiences to life and then you see the smiles on your customers faces and you see the results it has – it’s a phenomenal mix and one that excites us to do more and more.”

In this exclusive interview, filmed on location at during the 2024 TFWA World Exhibition & Conference in Cannes, Musleh underscores QDF’s ambitious plans to continue growing its business at a rapid rate.

The retailer achieved strong double-digit growth in fiscal year 2023/24, with sales turnover increasing by over 22% (compared to 2022/23).

“We came to Cannes last year and we said we are going to double our business in three years and I can tell you, as we have shared with all our partners this week, we are on track,” he said.

Looking to 2025, Musleh says we can expect to see groundbreaking exclusive concepts, as well as a healthy dose of hybrid retail-F&B.

Furthermore, all eyes are on the new e-commerce platform, which is forecasted to go live in Q1 2025, giving customers the opportunity to shop in the sky and collect on the ground.

“It’s going to be truly groundbreaking,” he said. “I don’t think there is anything else like it in the industry today.”

Musleh also hints at what to expect from the Phase B expansion, encompassing the opening of Concourses D and E in 2025, which is bringing 2,500 sqm of pure retail space to the mix, rising to around 3,000 sqm including hybrid concepts.

It marks a key development in what will be Qatar Duty Free’s 25th anniversary year (the retailer was established on 1 May 2000).

“Expect jaw-dropping experiences and extravagant events,” he said. “Were super excited for 2025.”

READ MORE: Thabet Musleh: “Our customers are at the core of everything we do”

READ MORE: Hamad International Airport records its busiest ever month in July 2024

READ MORE: M·A·C Cosmetics joins forces with QDF for National Lipstick Day celebration

Like what you’re watching? Follow TRBusiness on Linkedin: