WDF is delighted to announce that it will be developing an extensive new World Duty Free store in Birmingham Airport as part of the airport’s overall airside redevelopment. This ties in with the agreement of a new contract term between Birmingham Airport and WDF. The anticipated trading date
for the store is Q1 of 2011.
Currently there are two terminals at the airport, but from Spring 2011 all passengers will transfer airside through a new central search area and the
two terminals will become one. . The existing Alpha Airport Shopping store in T1 will be replaced with the new World Duty Free store which - with
19,300ft of retail space - will sit at the heart of the new International Departure Lounge (IDL). The other Alpha Airport Shopping store currently
located in Terminal 2 will be transformed into an ‘express’ World Duty Free store.
The main World Duty Free store will feature a unique new design approach based on a ‘shopping mall’ format. Whilst the store will incorporate a
‘walkthrough’ layout for those passengers wishing to fast track to the Departure Gates, other walkways will intuitively lead customers to distinct
‘boutique’ areas or bays which will be occupied by the various brands.
Commenting on the contract extension, Fred Creighton, Retail Operations Director at WDF said, “The plans that Birmingham has for its Airport are
extremely exciting and we are delighted to be part of these and have the opportunity to create such an impactful and innovative new store.
We will work in close partnership with the team at Birmingham to develop a store that provides a world class retail experience for its customers and
maximises retail revenues for the airport”.
Richard Gill, Birmingham Airport’s Head of Commercial, continued. “WDF is the leading travel retailer and the plans for the new tax and duty free store
in the redeveloped terminal are visionary and inspirational. Together, we have developed a store design that will be a real focal point within the new
IDL and bring a whole new level of energy to the Airport, which will provide an exciting journey for the five million departing passengers who currently
leave the airport each year.”