LAGARDÉRE TRAVEL RETAIL
LTR points to winning formula in Rome
The world’s third largest DF&TR company is betting on a mix of core duty free concessions, F&B, fashion and local produce retailing to deliver the revenues at Rome Fiumicino Airport’s smart new Avancorpo Terminal 3 commercial area.
Doug Newhouse reports. L
agardére Travel Retail Chairman & CEO Dag Rasmussen is not surprisingly one of the first to
acknowledge the remarkable growth of LTR from around $2bn turnover two years ago, to $4.5bn in 2016. He also admits that it is doubtful
whether the DF&TR industry’s third- largest retailer would have grown so fast without this portfolio option to offer mixed packages of retail, F&B services, fashion and travel essentials – as is evident in several airport locations, including Rome Fiumicino Airport’. As such Rasmussen quotes
Frédéric Chevalier [COO Europe, Middle East and Africa] as summing this approach up aptly, as one that helps LTR gain the extra mile to optimise the real estate at some airports and also ‘magnify brands.’ Having said this, he says this
format is simply one of many that LTR can offer and this just happened to appeal to Aeroporti di Roma management at Rome Fiumicino. LTR also acknowledges that its
new 1,850sq m Aelia Duty Free walk-through store, five fashion outlets, an Italian produce store (Casa del Gusto) and three foodservice concepts do ‘mark a new stage in the
MAY 2017
development of LTR’s activities in Rome Fiumicino Airport. The five fashion stores comprise
Ermenegildo Zegna, Michael Kors, Montblanc, Pandora and Sunglass Hut, while the foodservice outlets – all operated by LTR – are aimed at covering the differing taste preferences of Rome’s customer demographics.
Varied cuisine on offer One of these is ‘Farinella’ which is a family-owned company from Naples, specialising in Italian cuisine – making its debut in the airport business. Ajisen Ramen, which makes its
European airport debut, offers Chinese cuisine aimed directly at the very fast growing number of Chinese and other Asian passengers at Fiumicino. Then last, but not least, there
is the Beercode pub and casual dining restaurant, which was created specifically for the airport’s other travellers, with a wide range of beers and hot meals amongst other options. Tellingly, Aeroporti di Roma COO
Gian Luc Littarru says he is a fan of the whole initiative and particularly LTR’s willingness to take in ADR’s creative input which he believes has similarly
aligned both parties’ interests [see panel story for ADR’s comments-Ed]. Interestingly, Frédéric Chevalier
says the catering offers are ‘one of the bets’ that the company is ‘more than happy to take on’ and he says this kind of ‘creative innovation’ and point of difference is increasing lyneeded today. Rasmussen also believes that
running three business lines is also an ‘innovation enhancer’ for the offer and he adds that in the event of a mistake, then it can readily be replaced with something completely different. Of course, the fact that this is
no ordinary DF&TR contract at Rome Fiumicino naturally helps. Lagardère’s subsidiary Aelia actually ‘acquired’ Aeroporti di Roma’s eight Fiumicino and Ciampino
“At the beginning here we had headwinds, because there was less traffic than forecast and not the walkthrough we expected – with a mix of duty free and duty paid and then we had the airport fire.”
Dag Rasmussen, Chairman & CEO, Lagardére Travel Retail
TRBUSINESS 33
Above left: The entrance to the new 1,850sq m duty free shop at Rome Fiumicino. Above right: The local produce area is outstandingly attractive and really does convey a sense of place.
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