Shilla Duty Free opens six new shops at Hong Kong International Airport

The Shilla Duty Free has opened six new retail outlets at Hong Kong International Airport (HKIA).

The retailer sucellfully bid on the perfume and cosmetics and fashion accessories concessions earlier this year. Shilla says the new license marks it as the first operator to simultaneously secure duty free perfumes and cosmetics concessions across the hub airports of Incheon International, Hong Kong International and Singapore Changi.

With the opening of the HKIA stores, Shilla has also announced its new vision for experiential retail – Beauty & You. Following the commencement of operations this December, the outlets will be transformed in phases into the new identity.

Shilla’s Beauty & You concept is designed to combine “innovative store designs with a wide array of products, excellent service and exciting activities to delight guests at every stage of their shopping journey, giving a new innovative approach to travel retail in an airport”. Designed to represent how modern customers shop, the new Beauty & You store layout will incorporate both branded counters and non-branded areas, as well as immersive engagement zones.

New brands

With the grand opening of the new concept stores slated for the summer of 2018, the number of brands featured across the six stores will increase to over 200.

“We’re extremely excited to expand The Shilla Duty Free network to one of the busiest airports in the world,” said Alice Woo, managing director of Shilla Travel Retail Hong Kong. “The airport served more than 70 million passengers annually and 1,100 aircrafts daily in the past 12 months. Hong Kong’s proximity to other Asian countries and mainland China also makes HKIA a powerful and promising hub for duty free sales. With the upcoming launch of Beauty & You, we hope to redefine the airport retail experience and customer journey through personalised service, interactive and engaging environment in one of the most robust travel markets in the world.”