Will Harrods Business Take Off From British Airports?
Travelers know time has to be allowed between check-in and boarding. Airport managers know retail therapy can soothe the soul. Luxury — especially fashion — items can tempt.
Unsurprisingly, Harrods' director for international and airports, quoted on the Travel News website, was said to be "delighted to see another Harrods Airport store open, following the success of sites at Gatwick and Heathrow." He added that the new store follows "Harrods' dedication to the best in luxury fashion and accessories." With 6,000 square feet+, the so-called "mini-store of premium shopping" in Gatwick's South Terminal departure lounge is filled with luxury fashion, accessories and jewelry, plus food and gift sections featuring high-profile designers.
Gatwick's retail head, Spencer Sheen, expanded on the airport plans, explaining that some £21m would be spent this year "to enhance our retail offering and ensure we deliver a world-class experience for our passengers."
American travelers can enjoy luxury shopping worldwide. Heathrow's Terminal 2, due to open in June 2014, will service all 27 Star Alliance airlines, including US Airways. Retail space, it is claimed, has been so competitive that an average of five businesses have applied for each of the available 52 retail sites.
Heathrow already sees some 70 million passengers each year spending an hour or more in stores that The Guardian describes as "one of the most productive shopping destinations in the country." Average spend per shopper has climbed by 57 per cent since 2002, The Guardian says; retail sales through the airport have increased 47 percent in the period, totaling £1.7bn last year.
An additional objective is enticing overseas customers. John Lewis' director of commercial operations, Sean Allam, hopes its first airport store, at Heathrow, "will raise the profile of the brand abroad. ... We expect the venture to build awareness of the John Lewis brand to target customers in a number of overseas territories, supporting both our online and wholesale business." Ray Kelvin of Ted Baker, agrees, claiming airport stores have "helped us to export our brand internationally."
The Guardian likened Terminal 5 to Rodeo Drive with its high-end designer stores. Captivating the captives, cynics might say.