Hudson, a Dufry company, this week announced a new vision for its next-generation Brookstone airport stores that will feature a sleek, ultra-modern store design and expanded product assortment.
Elements of the new, reimagined Brookstone have been incorporated into the recent openings at Nashville International Airport (BNA), Mineta San Jose International Airport (SJC), and Seattle-Tacoma International Airport (SEA).
“Our vision was to create a space that would become the ultimate lifestyle and experiential destination for the whole family by blending the electronics categories synonymous with Brookstone with newer product categories like STEM learning and wellness,” said Michael Levy, Hudson senior vice president and chief merchandising officer. “A big focus for Hudson has been expanding our merchandising assortment to create an all-encompassing shopping experience, and our evolution of the Brookstone brand is just the latest example of how we’re innovating to successfully deliver on these growth opportunities to serve the evolving needs of travelers.”
The new store exteriors will feature soft ambient lighting with signature shades of Brookstone blue, while the interior will have a spacious open floor plan with design elements that encourage intuitive exploration.
The stores will be divided into branded discovery zones, including Audio, Luggage, Massage. STEM, Tech Essentials, Travel Essentials, Tech Toys, Travel Comfort and wellness. to promote ease of use. Each fixture within the zones is completely modular, allowing for a seamless transition of products to provide first-time and repeat shoppers alike with the latest game-changing innovations, on-trend products and seasonal favorites.
Currently Hudson operates more than 30 standalone Brookstone stores in airports and continues to expand the classic brand into new non-traditional formats, including Evolve by Hudson, a new shop-in-shop store that blends a specialty brand experience with the accessibility of travel essentials.
