Technology

Hudson opening Evolve brand experience stores in airports

Provided

August 9, 2021

Hudson, an air travel experience store owned by Dufry Company, plans to open Evolve by Hudson, a shop-in-shop chain that will blend a specialty brand experience with travel essentials to create a customer-focused experience, according to a company press release.

The Evolve brand plans to focus on traditional travel retail, but also the future of larger integrated store concepts.

"The strategy we've executed over the years has positioned the Hudson brand as an iconic and trusted anchor of the airport experience for travelers and landlords alike. Now, as we're witnessing the dynamic transformation of the retail space, we're taking the opportunity to further leverage what makes it successful: convenience and brand recognition," Brian Quinn, EVP and deputy CEO of Hudson, said in the release. "Our new Evolve store will transform larger retail footprints, with the existing Hudson convenience model in mind, to curate a multi-brand concept that will allow Hudson to continuously innovate for the modern travel retail environment now and into the future."

The first Evolve store is set to land at Nashville International Airport later this summer, followed by seven additional locations including Dallas Love Field Airport and Las Vegas McCarran International Airport.

Each Evolve store will be designed with an open storefront, a footprint of at least 2,000-square-feet, and digital signage on the store exterior, providing a view of the brand offerings from the concourse.

Inside the expansive store, a circular traffic flow will guide travelers around the centrally-located floor displays and out towards the specialty shop-in-shop walls.

A variety of different checkout options will be available. In addition to a traditional checkout experience, each Evolve store will feature multiple self-checkout kiosks as well as Hudson's mobile point of sale capabilities, which will enable Hudson employees to complete transactions from anywhere on the sales floor and spend more time assisting travelers at the brand shop-in-shops.

"We are thrilled to partner with Hudson, especially given the pent-up demand for travel that will be unleashed in the coming months. The Art of Shaving prides itself in having a comprehensive, luxurious, and barber-endorsed lineup of skincare products that are made from fine botanical ingredients. Personal health and hygiene are more important now than ever and we know grooming plays a critical role in this self-care," Falguni Desai, CEO and managing director, The Art of Shaving, said in the release.

Evolve will feature a selection of national and local brands highlighted in seven curated product categories. To stimulate variety, no two Evolve stores will be the same — from the store layout to the product offering, according to the release. The selection and number of brands represented in each store will be tailored to each airport, with the flexibility to interchange brands based upon demand, seasonality, or trend changes.

Hudson, founded in 1987, is headquartered in East Rutherford, New Jersey and operates more than 1,000 airport stores. Dufry, a travel retailer, is based in Switzerland and was founded in 1865.