TOP 5 ASIA OPERATORS: DFS GROUP
Year in review Further reflecting on last year, there were plenty of highlights. In February, DFS unveiled the final phase of T Galleria by DFS, City of Dreams in Macau. This marked the culmination of a year-long expansion and took the form of a strategically designed lifestyle luxury shopping experience. Originally opened in 2009, T
Unlock the full potential... These included the opening
of Longines’ boutiques, also in Macau; the sixth Masters of Wine & Spirits event in Singapore (the seventh was celebrated in March); Estée Lauder #Beautyallnight digital campaign; and the first DFS global whiskey festival. On the store front, however, the
Galleria by DFS, City of Dreams expanded throughout 2016 to over three-times the current size. It now spans 173,000sq ft (16,072sq m). With over 50 male and female shoe
brands across two floors, including exclusive to Macau brands such as Aquazzura and Rupert Sanderson, T Galleria by DFS’ first shoe hall globally is the largest in Hong Kong and Macau and a destination in itself. Speaking before he left his position
as DFS CEO to take up another role with Moët Hennessy in October 2017, Philippe Schaus said: “T Galleria by DFS, City of Dreams brings travellers the breadth of a luxury shopping mall with the personalised service of a high-end department store. “T Galleria by DFS, City of
Dreams has raised the bar in Macau, providing a curated and modern product selection across the major luxury categories and we look forward to delighting visitors to Macau with the DFS experience.” Other key marketing campaigns and activations, which proved so important last year came and went.
unveiling of its updated duty free shops at the Singapore Cruise Centre (SCC) was a significant achievement. After being awarded SCC’s
first ever master duty free and general merchandise concession in December 2016, DFS set about creating a retail environment inspired by local landscape. For the first time, SCC consolidated a number of its existing duty free concessions across six categories including wines, spirits and tobacco, beauty and confectionery into a single contract. The stores, located at SCC’s Tanah
Merah and HarbourFront terminals, span seven outlets and are accessible to arriving and departing passengers from Singapore by ferry or cruise ship. DFS Group Managing Director
Singapore and India Wilcy Wong said: “At DFS, we focus on offering a premium retail experience where travellers are given a one-stop, seamless shopping experience. “We are excited to grow our
relationship with SCC and look forward to providing a broader retail experience to travellers at the
DFS enjoys strong development down under
In addition to development in places such as Macau, Singapore and Japan, a landmark opening also took place in Australia in November. DFS unveiled its 70,000sq ft (6,503sq m) renovated T Galleria by Sydney outlet,
The Cocktail Bar is one of two new concepts in the Singapore Changi T4 store.
The improved trend seems to be continuing in 2018, with Chinese visitors to Macau where DFS runs six T Galleria beauty stores accounting for 74.5% of total visitors in February (+37.3%).
TRBusiness ferry terminals.”
Changi T4 highlight Staying in Singapore, arguably the biggest highlight of 2017 was the opening of its store in November at the new Changi Terminal 4. Encompassing more than 1,800sq
ft (167sq m) and two new concepts (The Cocktail Bar and The Craft Collection) it also unveiled a collection of more than 300 brands. Being the first terminal in the airport to offer a walkthrough retail concept, DFS introduced new features and concepts across an integrated shopping space covering liquor and
Above: DFS executed a series of promotions and offers for Chinese New Year of the Dog 2018.
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featuring more than 150 brands, many exclusive to DFS. T Galleria by DFS Sydney has occupied
its location in the heart of the historic precinct of The Rocks for more than 29 years. It is Sydney’s only downtown duty free destination. The refurbishment began in August
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The newly renovated T Galleria by DFS Sydney store.
MAY 2018
2016 under the direction of Australian design company PMDL, responsible for the design of T Galleria Beauty by DFS, Studio City, Macau and T Galleria Angkor by DFS in Siem Reap, Cambodia. An official opening took place on 14 April, where DFS showcased food, wine, spirits and gifts from more than 50 brands.
DFS Group President Merchandising and Consumer Marketing Sibylle Scherer said: “The renovated T Galleria by DFS, Sydney, brings a whole new retail experience to visitors to this beautiful city, offering them a unique duty free shopping space in the heart of the Rocks area.” DFS seems to be doing a pretty
professional job of enhancing existing shopping experiences and creating new ones worldwide. If geopolitical and external influences
are favourable, qualitative and quantitative achievement in 2018 could at least match expectations and even surpass them.
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