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Heathrow T1 retail to target male marketHeathrow T1 retail to target male market
Tina Milton
World Duty Free is to open a dedicated men's area in its London Heathrow terminal one extension, featuring grooming, liquor and wine corners
World Duty Free (WDF) is to open a specialist men's grooming unit as part of a 297sq m (3,195sq ft) dedicated men's area at London Heathrow terminal one, which will also feature liquor and wine corners. The area, which will open next month, has been launched in response to increasing interest in men's grooming products and will offer a range of skincare and fragrance items.The operation will feature a grooming workshop offering expert advice on men's beauty plus a men's bar including hand massages and skin analysis. Brands featured at the space include Biotherm and Molton Brown, new names Jack Black and Nickel and a mix of well-known companies including Clinique, Clarins and Zirh for men. Molton Brown will have a personalised wall area, concentrating on gifts set designed for travellers.
WDF managing director Mark Riches said: "We've identified another opportunity to talk to our male customers, who in the past may have been inhibited about buying grooming products. This new approach says it's more than acceptable for men to care about their appearance and offers the usual expert advice that we pride ourselves on."
The rest of the dedicated men's area will feature products of interest to the male market including a personalised area for Berry Bros, offering a range of specialist wines, tastings and advice. WDF's World of Whiskies concept will also host a humidor to showcase handmade cigars.
Riches added: "The entire area including the liquor offer sees us targeting the male market specifically for the first time. We look forward to seeing how the concept develops and we're confident it will enjoy great success."
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