Growing awareness drives Douglas sales

Gavin Lipsith

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Sales at one of Canada's newest border stores are booming as public awareness of the location increases

Douglas Crossing Duty Free (DCDF) has reported strong sales growth over the past year as travellers become accustomed to the new location at British Columbia's Peace Arch border crossing into Washington. President Peter Raju told RavenFox.com that aggressive local marketing through the press and radio had increased awareness of the store, which opened after several delays in November 2003.

Raju reported that low price points, with lower than recommended mark-ups on liquor and tobacco products have also driven sales, and in September the company won an award from Diageo for achieving the highest percentage sales increase of all participating British Columbia duty-free stores. While liquor and tobacco sales dominate the mix at Douglas, Raju added that fragrances and cosmetics were growing in importance, especially since the store installed Estée Lauder furniture earlier this summer.

"Sales are up between 20-30% for the year so far," said Raju. "In the first year [DCDF's former president] Michael Beler was setting up the operation, and this year we have really benefited from people getting used to the fact that there is a new duty-free store here."

Meanwhile construction of the company's long-awaited permanent store has started, and Raju revealed that the 26,000sq ft (2,416sq m) facility was on schedule to open in spring next year.