LEADING AMERICAS OPERATORS: 3SIXTY DUTY FREE
3Sixty Duty Free branding ‘to come to life’ at Dallas/Fort Worth in 2019
This year, 3Sixty Duty Free will open its first physical installations under the new branding at Dallas/Fort Worth International Airport Terminals A and C. Andrew Pentol speaks to Donna Maxwell, Senior Vice President, Global Retail Practices about the new openings and tracks the evolution of the company’s ground store business following a busy 18 months.
O
ver the last 18 months or so, the company formerly known as DFASS Group and
now referred to as 3Sixty Duty Free increased its ground store business by around 40%. Prior to 2017, its primary airport operations were at Dallas/ Fort Worth (DFW), Fort Lauderdale and Orlando, but since then, the company has secured several new contracts elsewhere. Donna Maxwell, Senior Vice
President, Global Retail Practices at 3Sixty Duty Free tells TRBusiness: “In 2016, we were awarded the
Philadelphia International Airport duty free concession and several speciality locations. We finished that project early last year with the opening of five duty free and five speciality concepts.” In addition to winning the contract
at Charlotte Douglas International Airport in 2017 and opening the new store late last year, the company announced further successes in Pittsburgh in October and Nashville in February 2019.
First 3Sixty brand stores These key contract gains complement existing operations at Orlando International Airport, Chicago O’Hare; Ottawa; Newark Liberty; Denver; and the aformentioned Dallas/Fort Worth and Fort Lauderdale. Here, 3Sixty Duty Free unveiled its new brand identity in October 2018 and is preparing to open three new inline stores later this year. Maxwell comments: “Currently, we operate out of
kiosks in these locations and will be expanding our footprint with full inline stores and expanded key categories.” 3Sixty is not only excited
about opening new stores in Fort Lauderdale. It is also relishing the
MARCH 2019
prospect of unveiling new outlets at DFW Terminals A and C later this year. These new openings are particularly significant as they will be the first physical installations under the new 3Sixty branding. The company is already present in Terminal D where it operates the state-of-the-art TRG Duty Free store as part of the joint venture comprising retail developer CBI Retail Ventures. This follows the capture of the contract in 2015. Maxwell says: “You will see
our first 3Sixty Duty Free physical installations in DFW this year. It will reflect our brand strategy. We are excited to see our new 3Sixty brand come to life in one of the largest airports in the US.”
More airport units to follow The new Terminal A and Terminal C shops – both terminals only serve American Airlines’ flights – will be hybrid duty free stores appealing to international and domestic passengers. “The assortment in our Terminal
A and C locations will be tailored to a more dominant domestic passenger mix, while still offering premium duty free categories including liquor,
tobacco,
fragrances, cosmetics, fashion and confection,” says Maxwell. “The store design is innovative and adaptable based on ever-changing passenger needs.” 3Sixty, which also operates port
stores in Singapore, Cozumel, Puerto Progresso in Mexico and Harvest Caye in Belize – a second Mexican location will open in Mahahual in 2019 – is investing in digital assets across existing airport outlets, including DFW. More airport stores are expected to follow. Maxwell explains: “Our announced agreements with
Singapore Airlines and Avianca to develop omni-channel digital shopping platforms for the travelling consumer speak to our investments in digital innovations. “We see the potential for similar
agreements with additional carriers in the coming years. Many of the airlines we serve with inflight duty free contracts depart from airports where we operate duty free concessions. We are, therefore, exploring ways to leverage our knowledge of the inflight passenger with their shopping in our airport shops.” «
“The assortment in our Terminal A and C locations will be tailored to a more dominant domestic passenger mix, while still offering premium duty free categories including, liquor, tobacco, fragrances, cosmetics, fashion and confection.”
Donna Maxwell,
Senior Vice President, Global Retail Practices, 3Sixty Duty Free
TRBUSINESS 41
Above: A rendering of the DFW Terminal A 3Sixty store due to open later this year.
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