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NEWS Last modified on March 2, 2016

World Duty Free to revamp store at Birmingham Airport

World Duty Free (WDF) has begun an extensive refurbishment of its tax and duty free store at Birmingham Airport in the UK.

The move ties in with the agreement of a new contract term between the airport and Dufry-owned WDF, with the anticipated trading date for the new store being Q3 2016.

The refresh of the store has given WDF the opportunity to introduce several new and exciting products across all its categories.

According to WDF, the beauty area will see the addition of several iconic brands including Jo Malone London, Urban Decay and Bobbi Brown.

A wider range of products will also be introduced in the liquor category with an increased focus on premium gin, vodka and wines. Whisky in particular will be strongly showcased with the installation of a new World of Whiskies ‘shop in shop’ concept.

Luxury will include stronger personalisations from key brands such as Pandora, Skagen and Armani and new watch brands such as the Swiss brand Mondaine will form part of the extended range.

As Birmingham is the home of Cadbury’s, the confectionery space will feature a ‘Best of British’ area to give special emphasis to this celebrated, 200-year old British brand.

“WDF’s presence at Birmingham Airport has enabled us to give our customers a world class retail experience which has helped us to attract new and exciting brands and grow our business," says the airport's head of commercial, Richard Gill.

"Always forward looking and willing to test new boundaries, WDF has attracted many luxury global brands to Birmingham and we are delighted that more will be showcased at Birmingham with the opening of the refurbished tax and duty free store this summer.”

While Dufry's managing director for the UK and Germany, Fred Creighton, predicted: "Our plans for the refurbishment at Birmingham Airport will create a striking and welcoming store which will really enhance the shopping experience for the 10 million passengers that use the airport every year.

"We will work in close partnership with the team at Birmingham to develop a store that will be a real focal point within the IDL and maximise revenues for the airport”.

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