Copenhagen airport (CPH) is focusing on leading luxury lifestyle brands in its stores, particularly in the new Nytorv shopping zone, to cater for the
airport’s rapidly evolving passenger profile.
Fashion plays a key role in the new line-up. Italian ready-to-wear label MaxMara has selected Copenhagen airport as its first travel retail location in Europe. In addition, Hugo Boss and Hermès will relocate to larger sites later in 2014, and the airport has recently signed new contracts with Gucci, Burberry and Mulberry. Similarly, local hero brands Ole Lynggaard and Georg Jensen have signed contract extensions.
 |
| Copenhagen airport is ramping up its lifestyle store mix |
“This strengthened portfolio of fashion boutiques gives the Nytorv area the curated ambience of a small luxury neighbourhood,” says CPH.
Earlier this month, CPH hosted “It’s Fashion Week – Travel in style” – a prelude to Copenhagen Fashion Week, which featured three of Denmark’s hottest fashion brands – Wood Wood, Baum und Pferdgarten and Anne Sofie Madsen – to showcase their ranges for spring/summer 2014.
Lise Ryevad, director, airport service at CPH, explained: “Our passenger profile continues to evolve as we continue to attract new airlines and new routes and bring an ever-evolving stream of both emerging and established consumer groups, so it’s vital that we fine-tune the CPH shopping experience to address passengers’ needs. We are challenging ourselves to develop and refine the accessible luxury segment of our retail proposition and these new openings are perfect examples of the exciting and dynamic brands we seek to partner with, keeping CPH in perfect sync with Denmark’s reputation for fashion and cutting-edge design. You can expect to see a constant stream of dynamic and cutting-edge shopping experiences in 2014 and beyond.”
She continued: “The Nytorv area is evolving into powerful, luxury retail space with strategic adjacencies of major labels such as Bottega Veneta, Hermès, MaxMara and Boss, combined with local hero brands to power a truly unique sense of place. The latest signing is Ole Mathiesen Luxury watches, which is expected to open late summer and will include brands such as Jaeger-LeCoultre, Omega and IWC. As an iconic national and international brand, we are of course especially delighted and proud to welcome B&O PLAY to our airport as this further emphasises our shared identity with the Danish reputation for world-class design.”
A first for travel retail
In a first for travel retail, cult Danish hi-fi brand B&O PLAY by Bang & Olufsen begins trading in
the Nytorv area from mid-April
– the first airport door from one of the world’s most respected brands,
sold in over 100 countries across the globe.
The B&O PLAY brand focuses on a younger, digital
lifestyle audience seeking quality travel products such as headphones, portable
speakers and TVs. The new store will host an extensive collection of B&O
PLAY’s distinctive range of audio-visual products, including the stylish
BeoPlay H6 headphones and BeoPlay A9 music system.
Henrik Taudorf Lorensen, corporate vice president B&O
PLAY, said: “CPH is the premier gateway linking the Nordic region with the rest
of the world and provides a unique and highly appealing audience for us in a
dynamic and luxurious environment. The B&O PLAY store is uniquely designed
to entrance the traveller’s mindset, invoking curiosity, positivity and energy
and, most of all, a truly memorable experience of their interaction with us at
CPH.”
Copenhagen airport welcomed 24.1m passengers last year, and CPH aims to expand the airport capacity to handle
up to 40m passengers over the next 25 years.
Over the past year the airport has developed a wide range of
customer service initiatives. They include a new website, innovative
large-scale promotions in the terminal and a range of services, including
online pre-order facilities and summer-long food festivals.
