F1 boost for Bahrain Duty Free

Nicole Mezzasalma

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The retailer said the Bahrain Formula One race was the main driver of growth in the first quarter of 2008

Retailer Bahrain Duty Free, managed by Aer Rianta International-Middle East, registered a 21% increase in sales to BD8.8m ($23.3m) in the first quarter of 2008, according to the Bahrain Tribune. The company said the success of the Bahrain Formula One race was the main growth driver for the period, with “excellent” sales results recorded during the Grand Prix weekend.

The retailer ran several promotions around the F1 event, such as an online draw for a $10,000 prize and scratch cards offering instant cash rewards given to customers with every BD50 ($132) spent in-store. It also offered a 10% discount on products purchased at the arrivals duty-free outlet on presentation of a voucher.

Bahrain Duty Free general manager Steve O' Connor said the company was making a number of improvements to its stores this year. The operator will treble its retail space at the airport to 8,000sq m (86,080sq ft) in line with Bahrain International airport’s expansion plans, due to be completed in the next three years.