Biggest duty free store in southern hemisphere opens at Sydney Airport

Showcasing exclusive products previously not available at Australian Airports, and many never before offered at tax and duty free prices, the store will give international travellers access to a huge range of world class brands, including YSL, Dior, Joe Malone, Kiehl’s, Cartier, Breitling, Double Black by Johnnie Walker, Apple, Valrhona chocolates and the world's first Wiggles Store.

A unique set of "World of…" merchandising concepts will also be launched in the store, allowing travellers to learn more about the products and helping to make the purchase decision easier. Think: "World of Fragrance" with Michael Edwards' renowned classification system helping wearers determine the fragrance that best suits them; "World of Wine" with tasting notes and educational information by wine master Phil Reedman; "World of Malt Whisky" with products displayed and explained by their tasting profile rather than their origin region; and "World of Chocolate" in which travellers will sample exclusive lines by Lindt, Valrhona, Butlers and Neuhaus. All products are tax and duty-free – so there are huge savings to be had versus normal domestic retail prices.

Over more than 4,000 square metres of space, the store also features a Tag Heuer flagship store (1 of only 3 in Australia), a Masters of Time arcade; SYD cocktail bar; a 'pop-up' shop of Harley Davidson merchandise; and until March 28, VodkaFest – a showcase of the world's top vodka brands. The SYD cocktail bar will shake up a new theme each week, from 'Russian Vodka' to 'Flavoured Vodka', 'Non-European Vodka' and 'Luxury Vodka'.

Located in the new Departures Precinct (after Customs), the store is part of Sydney International Airport’s AUD 500 million 'state-of-the-art renewal' (STAR) project, due for completion in May.

The new store is the most obvious symbol of a remarkable business turnaround for The Nuance Group, owner of SYD Airport Tax & Duty Free. Heavily loss-making and with declining sales three years ago, sales have grown rapidly to AUD 526 million in 2009 with the business now making a small operating profit, despite liquid restrictions and the global financial crisis. The new store investment provides an excellent platform for future growth and job creation with the Sydney team expanding by 10 per cent initially.

David Odgers, Director of SYD Airport Tax & Duty Free says, “Our goal was to break the mould for a duty free store and create an engaging duty free shopping experience for all international travellers that they won’t get elsewhere. We feel the new store delivers that objective and gives our team the ability to serve customers better and showcase the best brands and products better now and into the future.”

Derek Larsen, General Manager of Retail for Sydney Airport said, “The opening of the new SYD Airport Tax and Duty Free store is a milestone in the redevelopment of the International Terminal. The store is the culmination of several years’ collaboration by Sydney Airport and Nuance to create a world class shopping experience for departing passengers. We believe spending time at the airport should be something to look forward to and are pleased to open the doors on what is sure to become a highlight in every travel itinerary.”

(c) Centre for Asia Pacific Aviation. Date posted: 18-Feb-10