Gerzon opens refurbished fashion store at Schiphol T3

Nicole Mezzasalma

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The 240sq m (2,583sq ft) fashion outlet was renovated to emphasise customer experience and brand positioning

Gerzon Duty Free has reopened its multi-brand fashion store at Amsterdam Schiphol airport’s non-Schengen terminal three. The 240sq m (2,583sq ft) outlet will now focus on customer experience and brand positioning and feature expanded and more varied collections, according to the retailer.

The company has also adopted new lighting techniques at the T3 store, with half the shop using LED fixtures and the other half conventional lighting. The pilot project will analyse the effect on customers and overall atmosphere of the outlet and, if successful, other applications for the environmentally-friendly LED lights will be explored.

Gerzon sales manager Peter Dusch said: “Most important in this renovation has been the repositioning of our existing brands—such as Hugo Boss—and introducing the brands Uggs and Marc by Marc Jacobs to the terminal. In addition to the repositioning, we can now see a significant improvement of the recognition of the newly-acquired leather accessories and shoes of Salvatore Ferragamo and Burberry.

Managing director Philip Gerzon added: "Our ability to create a welcoming, luxurious and comfortable atmosphere that will generate sales growth has been proven in T1 and we believe that the sales results of our new fashion store will reflect our combined efforts. With the continued support of Amsterdam Schiphol airport we will add to the excellent retail atmosphere. We also support developments such as the use of LED lighting in order to make a contribution to environmentally-conscious retail.”

As reported previously on DFNIonline, Gerzon completed the refurbishment of its 330sq m (3,552sq ft) store at Schiphol’s Schengen pier in March.