Without question the state of travel is evolving in light of the coronavirus crisis, but the retailer Hudson is debuting its own evolution in airports.
Hudson, a Dufry company, is introducing Evolve by Hudson, a concept shop format geared for its stores in airports. The retailer has more than 1,000 stores in airports, commuter hubs, tourist locations and other points of interest.
A variety of national and global brands will be offered in the new concept such as Sunglass Hut sunglasses, Apple products, Burt’s Bees personal care products, Tumi luggage, Happy Socks and different travel essentials. The venture is being done to offer travelers and develop integrated brand experiences. Through the alliance with Sunglass Hut, Ray Ban and Oakley sunglasses will be sold.
The first Evolve by Hudson store will bow later this summer at Nashville International Airport. After that, seven additional locations are planned including Dallas Love Field Airport and Las Vegas McCarran International Airport.The multibrand strategy seems to be an effort to ramp up average purchases beyond the typical grab-n-go bottled water and bag of nuts. Like the airports themselves, airport-based retailers were hit hard by the drastic decline in travel triggered by the coronavirus crisis.
In late June, the Federal Aviation Administration said U.S. airports were receiving $8 billion in federally funded grants pandemic relief. To help airports largely populated by commercial airlines, the package included $800 million to provide rent relief for companies that offer food and retail stores in airports.
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