TOP 10 OPERATORS 5: LAGARDÈRE TRAVEL RETAIL
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Despite admitting it does not need partners to run its Chinese business, Lagardère did choose to work with China Duty Free Group at Hong Kong Airport.
opens in 2021, Lagardère Travel Retail will have more than 1,000sq m at its disposal. The new airport will cover 12sq km with a built area of 35,000sq m over three floors. Capacity will be 2 million passengers annually during the first phase of implementation. In April 2019, the retailer opened
its first Aelia Duty Free and Relay shops at the existing Libreville Airport. Lagardère says the stores offer a broad range of local brands and products in addition to a wide range of international brands. The Relay shop offers a full
range of travel essentials, including press, magazines and books, food & beverage, high tech accessories, hygiene products and gifts and souvenirs. Effective this summer, Lagardère
Travel Retail will be operating a three-axis business model at the airport, including its duty free and fashion, travel essentials and foodservice divisions. “We are very pleased with these
open on 30 September 2019. Overall, fashion which grew 6% for
Lagardère in 2018 is a key category for the retailer. It accounts for 20% of total business, behind only perfume and cosmetics and has strong growth potential.
Dedicated fashion team Fashion, however, requires a specific and dedicated organisation to be successful and an operator must adapt to the specificities of the category (seasonal buying, stock management, targeted selection, brand portfolio management). This is why Lagardère Travel Retail
created an expert fashion team tasked with buying, procurement, supply and marketing as part of its full transformation around two years ago. In the new Beijing Daxing Airport,
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openings that demonstrate our ability to bring the best international operational standards to Africa, while developing a very strong and successful local offer,” said Bruno Bouchacourt, Managing Director Africa, Lagardère Travel Retail, when the shops first opened. “This is yet another important
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the retailer will bring together a line-up of luxury fashion and accessory brands designed to meet a broad range of customer preferences and needs. With over 12 brands covering
milestone in Lagardère Travel Retail’s journey towards new successes in Africa.” Further success could also be on
the horizon once the retailer opens its new fashion stores in Beijing Daxing Airport, which was due to
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1,100sq m, the fashion offer will reflect its strategy to capture the interest of business and leisure travellers and to encourage practical and impulsive purchases. Incidentally, Lagardère fashion
sales grew a record +60% in China in 2018, driven by the opening of 26 new shops. The strongest international fashion player in duty paid airports, according to the company, the retailer is on course to achieve double-digit fashion growth in the country in 2019.
Lagardère Travel Retail continued to enhance its brand portfolio in 2018 with the opening of Trip Advisor stores in the US and Hong Kong.
TOP 10 OPERATORS 43
Dag Rasmussen, Lagardère Travel Retail
“The new Beauty concept in Hall K of Terminal E corresponds to a customer philosophy at the heart of all our work. Service is the cornerstone to this concept.”
Nathalie Santonja, Executive Vice
President Fashion, Lagardère Travel Retail gave TRBusiness a flavour of the planned offer at Beijing Daxing Airport earlier this year. “A special focus is made to appeal to millennial travellers and female customers who represent a growing share of the spend in the Chinese travel retail market. “Aside from ready-to-wear
accessories, the offer is tuned to capture the growth of product categories including footwear and jewellery.”
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Sophistication in Beijing The sophisticated nature of the Beijing luxury market will be reflected in the product selection, visual merchandising and customer service training. “With a fully localised merchandising function, a large support organisation and an industry-leading training programme (OSCAR), Lagardère invests to deliver high standards of retail execution and a product offer that meets the expectations of a discerning luxury clientele,” added Santonja. Once operations begin at Beijing
Established 1998
Daxing, members of Lagardère’s Boulevard du Luxe CRM program, which has over one million Chinese members, will enjoy exclusive benefits. VIP customers will receive
Catherine Laborie, Product Management Director, Lagardère Travel Retail says customers in Vienna can discover the latest fashion trends.
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