Nuance to roll out new store concept in Malta and Toulouse

Andrew Pentol

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The retailer is now looking to introduce the "World of..." concept and educational material accompanying each product in airport stores across Europe

After officially opening its new flagship walk-through duty-free store at Stockholm Arlanda airport this week [December 15],The Nuance Group is looking to roll out the concept at other airports in Europe including Malta and Toulouse. The new 1,680sq m (18,080sq ft) outlet features dedicated areas for each product category under the “World of….” concept with educational material supporting each product and traditional Swedish elements and colours translated into the design. Such concepts could soon be present at airports in Malta—before the start of the tourist season in 2009—and Toulouse, where the retailer said it will “go out of its way” to create a sense of place and offer the same type of shopping experience although on a smaller scale.

Nuance European buying director Europe Alexander Anson-Esparza suggested that the new store at Arlanda provides the perfect platform for similar stores to be introduced elsewhere. He added: “The principle in terms of the concept as a whole is in the structure that we have here. The principle of having the “World of…” concept—which is underpinned by our category management—is based on what the customer is telling us and is the strategy we now have. The execution will be slightly different at [other airports] as it is important to have a sense of place. This is as much about the architectural design as it is about the local brands introduced alongside the ‘World of…’ concept.”