Lagardère expands in Asia

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In the new Chengdu Tianfu International Airport, Lagardère Travel Retail has opened a large-scale luxury offering.

 

The new Chengdu Tianfu airport, on which work began in 2016, opened in June 2021 and with it new business opportunities. Indeed, located in the city of Luija and serving Chengdu, the capital of China’s Sichuan province, a major air hub, the airport takes its name from the new Tianfu area. All indicators seem to be green for this airport to become an important commercial area for the Lagardère store network in the near future.

 

The retailer, which already has a strong presence in Chinese airports and train stations, is opening a 4,000m² retail space that will join the 12 other luxury brands already present in the Middle Kingdom.

 

The design of this store, with a wide range of luxury products, is provided by the English company The Design Solution, which has already worked on stores in several airports such as Toulouse, Marrakech or even Cancun. In an ecological approach, each element was obtained from local materials and built from scratch.

 

Eudes Fabre, CEO of Lagardère Travel Retail for North Asia, spoke to TRBusiness magazine to explain the ambitions behind the opening of this site: “Flights are limited but will intensify in the coming months. Chengdu Tianfu will become Chengdu’s main airport by the end of the year.

 

The CEO also praised the airport’s design: “The new airport is great and very well designed. It’s very functional and well designed overall“.

 

With a range of luxury products that are still unheard of on the Asian continent, which will appear in travel retail for the first time, M. Fabre shared his excitement, “There is good potential in Chengdu, which is a very strong market for luxury, so I think it’s a promising project.”

 

A stable future in Asia for Lagardère

 

This opening is part of a project to implement the brand in China, as this year there will be other openings such as the new airport in Qingdao and the new terminal 3 in Guiyang. The China National Service Corporation for Chinese Personnel Working Abroad will be in charge of managing the duty-free store in the international hall of Terminal 3.

 

Luxury is still on a roll in China and this targeting strategy is a winner for Eudes Fabre, who comments, “Brands that have a good strategy or that have really localized their marketing are doing quite well.” Indeed, according to Mr. Fabre: “The beauty segment is also thriving, mainly because we have opened a lot of single-brand stores in [Chinese airports] and I think the retail format really resonates with our customers and travelers.”

 

Lagardère worked closely with the owners during the pandemic to implement their strategy. A big part of that retail strategy is focused on catering to the more affluent customer, with a focus on luxury service beyond what is typically offered at airports.

 

We have deployed our own network of VIP lounges in key locations. These lounges are a step above what is offered by the airlines. In fact, we are giving high-spending passengers, especially business travelers, another reason to shop at the airport,” adds the CEO of Lagardère Group’s Travel Retail Asia division.

 

The time has come to premiumize the traveler’s experience in China and to always seek to accompany them on their journey in the Middle Kingdom. This approach should be extended to small, high-potential airports and train stations.

 

We are also developing on the high-speed rail network in China [where we are currently present in some 30 stations]. The high-speed train customer is becoming more and more identical to the airport customer,” adds Eudes Fabre.

 

The next step in this strategy is to multiply the offer in travel retail. “There is a huge opportunity to improve the brand mix and offer new product categories. This is something we are actively working on.”

 

For now, Lagardère is focusing its offering on travel essentials but remains open to opportunities from luxury, fashion and accessories partners in a thriving market.

 

The group intends to assert its presence in the travel sector in the years to come, and on all long-distance means of transport:We will build on our long-standing presence in the rail sector where we have been present since 2010. We have a solid understanding of this channel, including the operating constraints and environment“.

 

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In the new Chengdu Tianfu International Airport, Lagardère Travel Retail has opened a large-scale luxury offering.

 

The new Chengdu Tianfu airport, on which work began in 2016, opened in June 2021 and with it new business opportunities. Indeed, located in the city of Luija and serving Chengdu, the capital of China’s Sichuan province, a major air hub, the airport takes its name from the new Tianfu area. All indicators seem to be green for this airport to become an important commercial area for the Lagardère store network in the near future.

 

The retailer, which already has a strong presence in Chinese airports and train stations, is opening a 4,000m² retail space that will join the 12 other luxury brands already present in the Middle Kingdom.

 

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In the new Chengdu Tianfu International Airport, Lagardère Travel Retail has opened a large-scale luxury offering.

 

The new Chengdu Tianfu airport, on which work began in 2016, opened in June 2021 and with it new business opportunities. Indeed, located in the city of Luija and serving Chengdu, the capital of China’s Sichuan province, a major air hub, the airport takes its name from the new Tianfu area. All indicators seem to be green for this airport to become an important commercial area for the Lagardère store network in the near future.

 

The retailer, which already has a strong presence in Chinese airports and train stations, is opening a 4,000m² retail space that will join the 12 other luxury brands already present in the Middle Kingdom.

 

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