DFS group unveils unique new retail identity and expanded luxury offering for Los Angeles international airport
JUNE 06, 2013 - Today, DFS Group (DFS), the world’s leading luxury travel retailer, unveiled the unique retail identity it has created exclusively for its concession at Los Angeles International Airport (LAX), where it is the sole duty free operator. Making the announcement during the media preview of the new Tom Bradley International Terminal (TBIT), DFS also revealed a refreshed institutional logo, which will soon be incorporated into all its airport and downtown stores.
The unique identity for LAX will integrate a specially designed logo and localized retail concepts across all 18 retail spaces operated by DFS. At the Tom Bradley International Terminal in particular, DFS’ merchandising, store design and customer service all unite to make a definitive statement on luxury airport retail never before seen in Los Angeles. In total, DFS’ 10 retail spaces at TBIT will fill out an unprecedented sprawling and luxurious 25,000 square-foot area.
“This is a pivotal moment for DFS Group, and in particular for our North American operations,” said Philippe Schaus, Chairman and Chief Executive Officer of DFS. “After more than half a century of leading the trends in travel retail, we are now enriching our commitment to creating luxury experiences for our customers - world travelers – with a sharpened and distinct local flavor. We are proud to make our first major demonstration of this evolution here in L.A., the site of our first airport operation on the American mainland.”
Driving the Luxury Evolution of North American Airport Retail
At TBIT, DFS will retail a broad portfolio of luxury brands and products across all key luxury categories, including several firsts to U.S. airport retail: Hublot, Bottega Veneta and Chloé. In addition, multiple beauty brands will make their North American airport debuts via DFS on what is now the largest airport beauty floor in the country, including SK-II, Jurlique, Benefit, Clarisonic and upcoming Los Angeles brand Smashbox. Bolstering the cross-category luxury offer are Chopard, Zenith and Vertu in watches and jewelry, as well as iconic fashion brands
Hermès, Gucci, Burberry and Salvatore Ferragamo. At the same time, the Group is now launching three spirit exclusives in celebration of the new LAX identity: the Johnnie Walker Blue Sandblasted Pack, limited to 130 bottles; the Rémy Louis Rare Cask by Rémy Martin and the Gran Patrón Piedra, both North American firsts.
Adding to the renewed focus on creating a luxurious experience when traveling through LAX, DFS has also integrated exclusive and localized luxury concepts within its retail floor. An L.A. themed spirits tasting bar will be opened adjacent to the spirits & wine floor, where bartenders will always be on hand to offer travelers samples of iconic cocktails and other drinks that capture the spirit and energy of Los Angeles. For seasoned DFS customers, the Group has also, for the first time in North America, incorporated its Platinum Services Club (PSC) concierge services directly into its airport operations.
“After 31 years at LAX and winning the bid just last year to renew our contract for another ten, Los Angeles was the most appropriate city for us to begin our journey of transforming the airport retail experience for world travelers in North America,” said Polly Nelson, Managing Director, North America, DFS. “We are currently in the process of investing more than $50 million in capital improvements to our North American airport retail concessions and boutiques, and we look forward to revealing very soon other innovative ways in which our airport store network will evolve.”
The Journey Continues
Coinciding with the announcement of the new LAX retail identity and expanded luxury portfolio at the airport, DFS also previewed upcoming further evolutions to its business worldwide. In addition to its new institutional logo, the Group emphasized how it will continue to enhance its luxury offering globally at other airport stores and in particular via its downtown Gallerias.
“In the next few months we are going to move one step further towards the brand elevation strategy that has been a decade in the making,” continued Mr. Schaus. “Indeed, our next significant step will be the rebranding of DFS Galleria, our downtown brand, which will be unveiled at an event in Waikiki, Hawaii this September.”