Nuance debuts F1rst fascia at Melbourne

Tina Milton

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The Nuance Group has revealed the new look and brand F1rst Tax and Duty Free at its new duty-free outlets at Melbourne International airport

The Nuance Group has officially opened its new duty-free stores at Melbourne International airport, bearing the new look and name, F1rst Tax and Duty Free. The brand will eventually replace the Downtown Duty Free branding at all of Nuance’s Australian airport stores, except Sydney International airport.

The new F1rst outlet has a broader product range and offers a more engaging customer shopping experience with several demonstration zones, according to Nuance.

The new F1rst shop includes a Mac cosmetics counter, an expanded watch area featuring the latest Tag Heuer and Omega pieces, a Bundaberg rum concept and a Baileys tasting bar.

CEO Chris Barlow said the new F1rst Tax and Duty Free store would offer “the best” in tax and duty-free shopping to more than 4m passengers each year at Melbourne.

“We’re proud to have the first F1rst store as an integral part of Melbourne airport,” he said, “We have exciting plans to improve tax and duty-free shopping even further over the coming years.”

Nuance business development director Australia and New Zealand David Odgers added: “Duty-free shopping is the first fun part of any international trip and the first thing to do when you land back into Australia. F1rst will consistently stock exclusive products and brands that are not available domestically. The F1rst team offers first-class service and first-rate value and we want to be the first choice for customers. So F1rst is an obvious name to give our stores”.

The Nuance Group plans to re-brand all its Downtown Duty Free stores as F1rst over the next year. “It’s a rolling change because we’re changing the brand as we build our next generation of stores,” explained Odgers. “We are re-energising duty-free in Australia on a range of dimensions and the new brand will help educate customers about these improvements.”