by M&C Asia | January 02, 2018
Six new retail stores operated by The Shilla Duty Free have opened at Hong Kong International Airport.
Six new retail outlets operated by travel retail company, The Shilla Duty Free, have opened for business at Hong Kong International Airport (HKIA), adding to the company's expanding presence in Asia. 

Travellers have been able to enjoy retail offerings across the perfume and cosmetics, and fashion accessories categories since operations officially began on December 12. 

With the opening of the HKIA stores, Shilla has also announced plans for a new experiential retail concept, Beauty&You, to be unveiled in the summer of 2018. The new concept will see the addition of innovative store designs to complement an increased range of product offerings to over 200 brands as well as new activities and service experience. 

The store layout will incorporate both branded counters and non-branded areas, as well as immersive engagement zones.

To complement the physical retail experience, Shilla has also collaborated with HKIA to launch its products online. Travellers will be able to select from a wide collection of products from the Beauty&You catelogue via HKairport Shop. 

Purchases made through the platform will be ready as fast as three hours, allowing travellers the convenience of collecting their purchases before or after their flight. 

The store openings at HKIA add to Shilla's portfolio of duty free perfumes and cosmetics concessions the major hub airports including Incheon International and Singapore Changi, making it the first operator to do so simultaneously.

"We're extremely excited to expand The Shilla Duty Free network to one of the busiest airports in the world," said Alice Woo, managing director of Shilla Travel Retail Hong Kong Limited. "The airport served more than 70 million passengers annually and 1,100 aircrafts daily in the past 12 months. With the upcoming launch of Beauty&You, we hope to redefine the airport retail experience and customer journey through personalised service, interactive and engaging environment."