Lagardère Travel Retail has launched a duty-free concept for members of the diplomatic community – Aelia Duty Free for diplomats.
The new 350m2 (3,770ft2) is in the center of Geneva, rather than at the airport, and offers all core duty-free categories, as well as fashion and accessories.
Access to the shop is restricted to diplomats and their families holding a B or C legitimation (Swiss residence) card. Foreign delegates are also eligible during their stay in Switzerland with a valid 14.65 form from the UN. Purchases of duty-free items are submitted to customs regulations. Access to the duty-free shop and shopping is a non-transferable right reserved for those eligible.
Pascal Le Droff, CEO of Lagardère Travel Retail Switzerland, said, “Having won the Geneva Airport duty free tender two years ago, this new activity enables us to expand and diversify our operations. Diplomats are very different from airport passengers and it is an exciting challenge to roll out a new concept Aelia Duty Free to address the specific needs of diplomats.”
Lagardère Travel Retail Switzerland operates seven duty-free stores at Geneva Airport under the brand Aelia Duty Free and opened a brand new The Fashion Gallery in August.
Caroline Maurs, Lagardère Travel Retail director of operations and business development in Switzerland, added, “This new store gives us a fantastic opportunity to develop a new commercial approach. We have created a luxury concierge service to offer much more than retail via bespoke services. We already have repeat customers and we will strengthen this one-to-one relationship further in 2020 with a dedicated loyalty program.”
The opening in Geneva is the second diplomatic store opened by the global retailer this month, following its acquisition of International Duty Free, a Belgian company that already operates a diplomatic store in Nairobi, Kenya.