Breathtaking Beirut Duty Free - The Moodie Report

RETAIL FOCUS • Beirut Duty Free January 2006
wine to confectionery. “The emphasis is on local products
supported by traditional international categories,” Hourigan
comments.
The retail offers stretches into both east and west wings
from a central area that features a customer service desk
and a luxury car on display. Unlike the raffle-based promotions
at other Middle Eastern airports, this car is promoting
a driving simulation game, testing drivers’ skills
to anticipate the correct time of impact against an obstacle.
It has proved very popular.
The perfumes & cosmetics store gained an extra 120sq m
in November as space formerly occupied by toys was given
over to this all-important category. “Perfumes & cosmetics
are a substantial part of the mix and posting strong
growth,” says Hourigan. “With the enlarged space we can
now accommodate new brands. There’s a high degree of
personalisation here which allows brands to be built.
The key issue is visibility. We have very nice sight lines
and we offer very good prices compared with downtown.
“We’re moving towards premium brands such as La
Prairie [skincare] so people will take advantage of the saving
and trade up. Skincare is growing all the time.”
Lalique is one of
several high-end
luxury names
on offer
Melham Birak,
the experienced
Public Relations
Director, shows
off the liquor
selection
Cigarettes
are nicely
merchandised
and presented
The rest of the retail complex includes a luxury zone –
watches, jewellery, fashion and accessories – covering
around 1,100sq m and featuring several shop-in-shops as
well as fully-customised areas for hot brands such as
Swarovski and Bonja Group.
The watch & jewellery department is key, given the customer
profile, and a number of upscale names are featured
including Cartier, Omega, Baume & Mercier,
Raymond Weil, Tissot, Longines, Rado, TAG Heuer,
Philippe Charriol, Christian Dior, Facconable, Gucci,
Bruno Banani, Montblanc, Omorfia, Lalique, Michaela
Frey, AT Cross and Misaki.
The 650sq m liquor and tobacco section is overshadowed,
inevitably, by the sheer splendour of the World of Cigars
– but it is still impressively neat and extensive in its own
right. It houses cigarettes, tobacco, liquor, confectionery
and wine, including a dedicated area to showcase the world
famous Lebanese classic vineyards such as Chateau Musar.
There are many other notable aspects to Beirut Duty
Free, including the Middle East’s first airport Virgin
Megastore. But it’s the overall impression that lingers
long after departure.
Here is world class retailing combining what The Moodie
Report thinks is a critical but often overlooked formula
– marrying a quality offering of international duty free
staples with that extra something, be it local flavour
and/or a unique treatment of a specific category that
makes the airport stand out.
Beirut Duty Free and Phoenicia Trading have achieved
that rare mix. The result is one of the most compelling
consumer experiences in the travel retail world. ■
100 The Moodie Report