Alpha extends contract and revamps at East Midlands

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Following the renewal of Alpha Retail's tax- and duty-free contract at East Midlands airport in the UK, the company has opened its new-look stores, branded Alpha Airport Shopping and Alpha Duty Free

Alpha Retail has increased its presence by taking on a second unit that allows a wider product offering, including a broader selection of fragrances, cosmetics, sunglasses, wines and beachwear.

Alpha's existing 3,700sq ft (344sq m) unit has been increased to 4,045sq ft (376sq m), refurbished and rebranded as Alpha Airport Shopping with a light, bright shopping environment along with the bright pink colourway now associated with the brand.

A new 2,507sq ft (233sq m) Alpha Duty Free shop opposite Alpha Airport Shopping will only open when non-EU passengers are in the terminal in order to minimise customer confusion.

Alpha Retail managing director David King said: "With the growth of the low-cost passengers at East Midlands airport, it was essential that we re-focused our offer to ensure that we were meeting all of our customers' needs. Our experience tells us that low-cost does not always mean low spending. The new units have been designed to create a luxurious, welcoming shopping environment while offering a fantastic selection of brands and products to suit the differing needs of the East Midlands passenger base".

East Midlands airport commercial director Tim Jones added: "We are delighted that Alpha have extended their contract with us. Their significant investment also demonstrates that they recognise the huge growth East Midlands airport is going through. Their new-look stores fit in well with the new brand of the airport and we are pleased that Alpha are able to offer our passengers better choices at great prices. We look forward to continuing a successful working relationship with Alpha in the future."