AFFORDABLE LUXURY: COPENHAGEN AIRPORT Unlock the full potential... “Furthermore, the area will


present new concepts to younger travellers, which counts for more than a third of all passengers in Copenhagen Airport.” Wood Wood, a Danish cult retail


brand, will be opening its first shop in an airport and has selected Copenhagen Airport as the place to be seen. “In the new area, we will also


Copenhagen Airport is embarking on a transformation of its Terminal 2 commercial offer.


“The commercial offering will be driven by brands in the affordable luxury category and with a strong focus on accessories and gifts, which is important.”


Lise Ryevad,


Director of Airport Sales, Copenhagen Airport


the goal of 40m passengers, CPH will invest DKK20bn ($3.3bn) to ensure the capacity for both more passengers and airlines in the coming years,” confirms Ryevad. One of the most important


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projects this year is the expansion of the new commercial area in Terminal 2 airside, which will be expanded with more than 4,000sq m to create room for 25 new shops and restaurants. “The commercial offering will be


CPH fast facts


• On average, travellers have 98 minutes in the airport from the completed security check to boarding. • 66% of all passengers shop and/or eat at the airport before departure. • The expansion of Terminal 2 after the security check-between Finger A and Finger B will be completed from 2017 until the end of 2018. The first units will open from June 2018. By the end of 2018, the entire construction will be completed.


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driven by brands in the affordable luxury category and with a strong focus on accessories and gifts, which is important,” says Ryevad.


Scandinavian concept store In the luxury area after main security last year,” says Ryevad, singling out its focus on accessories, colourful souvenirs and gifting in the entrance of the shop, which is performing well in attracting passengers. Similarly, Gucci went through


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a large refurbishment in 2017 and introduced its new concept in the airport. “The new design is a combination


of elegant materials from Gucci’s collections blended with velvet armchairs and detailed Italian marble floor,” explains Ryevad. “The entrance of the store presents sunglasses, colourful headbands and


move. Especially as the airport has demonstrable examples of how its luxury retail focus can trigger impulse shopping. “Paul Smith opened its first


introduce the airport’s first ‘hybrid’ shop, which combines both retail and F&B in order to meet new retail trends. “We are excited to be able to add


several new brands to the list of openings in the months to come,” says Ryevad. Paramount to the changes


being witnessed across travel retail’s affordable luxury sector is consumer demand. “The impulse shopping rate in the


retail category is higher than the F&B category, thus we are focusing on establishing an exciting and attractive luxury retail selection,” says Ryevad. She says that in order to continue


attracting customers’ interests, the team at CPH has encouraged concessionaries to “focus on accessories and gifting across both luxury and [the] affordable luxury category as these are great basket starters”. Ryevad knows that this is a savvy


other smaller accessories with lower price points attracting the interest of travellers.” This is helping to attract impulse


buyers to the shop in search of affordable luxury offers.


Careful curation In addition, the luxury area


includes the aformentioned B&O Play, which is a renowned Danish designer brand introduced in the airport in 2014. “B&O Play also provides a range of


different price categories that caters to a larger passenger segment,” according to Ryevad. The focus on a brand mix


combining international names and local heroes has resulted in strong growth gains of near +45% in the last five years, as Ryevad points out earlier. This has been achieved by carefully


curating the brand mix, which also reflects the needs and behaviours of passengers. Furthermore, ensuring a retail ambience


commercial


that reflects the Danish and Scandinavian sense of place ensures an extraordinary experience for the passengers, she adds. Despite the continued growth


in global passenger numbers, the selection of both retail and food & beverage is geared distinctively towards Copenhagen. “It is important to constantly


keep track of passenger behaviour throughout the airport,” Ryevad points out. She says the team is “also aware


of development within the retail category with the digitalisation and competition from e-commerce”. In response, CPH has begun


to focus efforts on devising ‘inspirational’ content via its digital platform to allow passengers to explore prior to departure. This combines with excellent


service from staff and shopping services such as home delivery and pick up on return in tax free. Finishing things off are personal


guides for Chinese travellers, which have all helped to make CPH a place that encourages sales while maintaining a distinctive local flavour. «


FEBRUARY 2018


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