Gerzon reopens Schiphol fashion store

Nicole Mezzasalma

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The 330sq m (3,552sq ft) Schengen outlet remains unchanged in terms of size but now focuses on brand identities and an expanded offer

Retail operator Gerzon Schphol has reopened its fashion store at Amsterdam Schiphol airport Schengen pier after overhauling the outlet’s concept. Although the 330sq m (3,552sq ft) shop remains unchanged in terms of space, the company claims it now focuses on customer experience, brand identity and expanding and diversifying the range on offer.

A new leather accessories and shoes concession has been added to the store and the brands have been repositioned to give each a dedicated space and improve brand recognition. A new multimedia element has also been added, with music being played in the background while flat-screen monitors showcase current promotions, the latest fashion shows and brand-related content. The changing rooms have been fitted with leather seats and tailor-made lighting to improve customer experience.

Gerzon sales manager Peter Dusch said: “Apart from the introduction of new brands—such as Etro, Ferragamo, DKNY, Uggs and Marc by Marc Jacobs—and the repositioning of existing brands such as Lacoste, the most important change is the atmosphere, which is created for the customer in particular and all passengers in general. The overall image of the renovated store is one of comfort and luxury amidst the hustle and bustle of the airport. The main goal is to provide a transparent and easy-to-navigate fashion store where customers can settle down.”

Gerzon managing director Philip Gerzon added: "We are very proud of the implementation of our new concept. We trust in our ability to create an attractive and welcoming atmosphere which will generate sales growth along while fulfilling our customers’ needs for luxury and comfort in very dynamic surroundings. With the continued support of Amsterdam Schiphol airport we will add to the excellent retail atmosphere. The renovation of our fashion store in the non-Schengen pier is expected to be completed in May.”