Godiva opens shop-in-shop with Aldeasa at Madrid

Nicole Mezzasalma


The new concept at Madrid Barajas airport will act as a flagship travel-retail store for the supplier

Confectionery supplier Godiva has opened an expanded shop-in-shop with retailer Aldeasa at Madrid Barajas airport terminal one. The company’s first such concept in Spain will act as a flagship travel-retail store for the supplier. Godiva has also installed two gondolas and a middle tower unit in both the Schengen and non-Schengen areas at the new Barcelona El Prat airport terminal one.

The new units are being supported with tastings and promotions at both locations. In Madrid, a Godiva ambassador will offer tastings and gwps for six months, and in the current promotion purchases of the brand’s Dessert Truffles will come with a free apron. An exclusive promotion is planned for Barcelona during the autumn and winter months, which will involve a temporary shop-in-shop with sampling and dipping activities.

Godiva international travel-retail South Europe sales manager Ramón Iglesias said: “This is a key step for Godiva in moving our merchandising and retail experience offer forward in Spanish travel-retail. The store measures about 8sq m (86sq ft) and supports an additional two wall units and a mid-floor tower unit, so customers are offered an exceptionally good choice of Godiva products and concepts.”

He added: “Aldeasa has been extremely supportive to us, particularly in developing the shop-in-shop for Madrid, which it sees as an opportunity not just to increase sales but also to add the theatre it is looking for in developing its shops. The opportunity we have at Barcelona, with the promotional space, has the same objectives and we are very excited to be working at this fabulous new airport terminal with Aldeasa.”

Godiva also said it hopes to further develop its partnership with Aldeasa by expanding its presence in Madrid at T3, and also at Palma, Tenerife and Las Palmas airports.

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