Hudson, a Dufry company, this week unveiled plans for Evolve by Hudson, a new shop-in-shop store that blends a specialty brand experience with the easy accessibility of travel essentials.
Hudson said that Evolve reimagines the one-stop airport terminal convenience store to add brands such as Sunglass Hut, Brookstone, Lego, Burt’s Bees, The Art of Shaving, CoverGirl, L’Oréal and Sally Hansen. Hudson team members will serve as brand ambassadors in this new concept, providing product demonstrations and backed with product expertise and training.
The first Evolve will open at Nashville International Airport (BNA) later this summer, followed by seven additional locations including Dallas Love Field Airport (DAL) and Las Vegas McCarran International Airport (LAS).
“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,” said Brian Quinn, executive vice president and deputy CEO of Hudson
Each Evolve store will feature a wide-open storefront, a footprint of at least 2,000 square feet, and eye-catching digital signage on the store exterior. Inside, a circular traffic flow will guide travelers around the centrally located floor displays and out towards the specialty shop-in-shop walls.
Evolve by Hudson will also provide a variety of different checkout options, including state-of-the-art self-checkout kiosks as well as Hudson’s new, mobile point of sales capabilities, which will enable Hudson team members to complete transactions from anywhere on the sales floor.
By expanding the number of brands signed on as strategic shop-in-shop partners, Hudson will provide accessibility for travelers and while also generating new ways for retail partners to grow their brand presence and footprint.
