Lagardère Travel Retail inaugurates upgraded luxury shopping boulevard at Shenzhen Bao’an International Airport

Lagardère Travel Retail has completed the renovation of the luxury fashion & accessories offer in the domestic terminal of Shenzhen Bao’an International Airport, introducing a large number of new brands and elevating the travel retail experience at one of China’s main airports.

Lagardere Travel Retail has just opened a completely renewed luxury offer at Shenzhen’s Bao’an International Airport, the third-busiest in mainland China.

The upgraded master-concession includes 18 boutiques showcasing many of the world’s most desirable luxury brands. Spanning over 1,700 sqm, the offer includes boutiques with the latest retail concepts from Burberry, Bvlgari, Cartier, Chanel Beauty & Accessories, Coach, Emporio Armani, Ermenegildo Zegna, Hugo Boss, Jimmy Choo, Kenzo, MaxMara, MCM, Rimowa, Salvatore Ferragamo, Stuart Weitzman, Tory Burch, etc.

A luxurious private lounge, a VIP concierge team, and a partnership with Shenzhen Airport to offer passengers exclusive and personal amenities including curbside greeting, expedited check-in formalities and limousine service come together to complete the indulgence of the shopping experience.

Leveraging its global expertise in airport luxury retail, Lagardere Travel Retail has a large China-based luxury team powering all aspects of the luxury shopping experience. This localized approach enables the company to meet the expectations of the sophisticated Chinese consumers and prestigious brand partners in terms of product offer, human resources development, visual merchandizing, and customer service. Customers in domestic airports expect consistency of product offer and shopping experience with the luxury offer downtown, but are also looking for a merchandise range and shopping experience that is adapted to their fast-paced lifestyle on the move.

Additional openings are planned later this year in Shenzhen airport where traffic has recovered strongly from the impact of last year’s epidemic crisis.

Reflecting on the inauguration, Eudes Fabre, CEO for North Asia at Lagardere Travel Retail, said: “We strive for excellence in retail execution, a commitment that is backed by strong investment in our retail footprint, talent development and customer experience. We are grateful for the trust of our airport and brand partners that have supported us in bringing this project to life. The expectations of domestic travelers in China are different than in the duty-free channel and on the high-street, so we have developed a bespoke approach to serving this market, backed by our team of over 1,000 luxury retail professionals in China and fully-localized supporting functions. China has become the most important market for most luxury brands so we constantly strive to meet the evolving expectations of discerning travelers.”

Sabrina Wang, COO – Luxury for Asia at Lagardere Travel Retail, added: “The domestic airport traveler in China is sophisticated, demanding and pressed for time. A strong understanding of trends, an in-depth knowledge of the unique needs of travelers, a reactive approach to merchandizing and the flexibility to meet the differentiated needs of the airport environment are the success factors for domestic travel retail in China. Our expert merchandising team works hand in hand with our luxury brand partners to ensure consistency in image and service quality.”

Having launched local operations in 2007, Lagardere Travel Retail is now present in 28 airports and 30 high-speed railway stations in China, with a network of over 400 stores across categories including luxury, duty free, travel essentials, specialty retail and food & beverage.