Alpha unveils new Birmingham store

Gavin Lipsith

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The outlet at Birmingham International airport terminal one reflects the latest design trends in leading department stores, says the retailer

Alpha Airports Group has completed the first phase of its £2.5m ($4.5m) investment at Birmingham International airport, moving its complete offer in terminal one into a single outlet. The store has doubled in size from 6,000sq ft (558sq m) to 12,000sq ft (1,115sq m) and features a greatly expanded product range.

The company, which retained its long-standing duty-free contract at Birmingham last year, has installed a Eurocave fine wine section and a tasting bar, as well as a white spirits wall at the back of the store and an increased range of cigars. New fashion brands in the expanded specialities area include Guess, Firetrap and Levi's. Alpha has also recruited 17 additional beauty consultants for the new store.

Alpha said that the new store was designed to reflect trends at the UK's leading department stores. It hopes to unveil its new store at Birmingham's terminal two in the spring.