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Aelia opens new-look stores and offer at Belfast International Airport

Published 24 September 2010

Duty-free chain operator, Aelia UK has unveiled new-look stores and retail offers at Belfast International Airport in Ireland.

The move came after the company recently renewed and extended its contract for a further seven years. Its initial contract began in 2004. The centrepiece of the offer is an Aelia Duty Free branded 633 square meter tax and duty free store in a prime location in the airport’s reconfigured Departures zone. The airport is just completing a £10 million ($16 million) investment and upgrade of the terminal. The store offers a full and extended range of product categories from alcohol and tobacco, to food and confectionery and perfumes and cosmetics. In addition, Aelia has opened a second 88 square meter stand-alone dedicated gift shop, under the name The Irish Quarter. This aims to reflect the spirit of the locality, with its range of Irish fragrances, fashion, food, confectionery and souvenirs. Aelia’s original tax and duty free shop, Les Boutiques, has undergone a transformation having been relocated, re-branded and extended. It now features the retailer’s black Aelia Duty Free brand identity (first unveiled at Nice in May 2010, and since rolled out to Bordeaux billi, Lille, and the two stores at Prague Ruzyne). The store is designed to be easy to navigate with improved use of backwall merchandising and more promotional sites throughout the store. Colour-coded backlighting for different category areas is another feature. Other new brands include Guess jewellery, while new higher end ranges of sunglasses have also been added, including Christian Dior and Hugo Boss. New features in the expanded liquor area include a dedicated tasting bar, as well as a brightly lit and branded back wall, showcasing the most popular liquor brands among passengers at Belfast International – Bushmills (the liquor brand), plus Jameson’s, Baileys and a special feature called The Cooley Collection. A new Kids area, featuring children’s games, gifts and confectionery, is another highly visible feature, and is identified by ceiling hung ‘cloud-shaped’ signage. The new Aelia Duty Free store continues to offer the free ‘Shop & Collect’ service launched in March 2010 and which is available to all passengers, enabling them to shop before they fly and collect their purchases on their return to Belfast International Airport.