Airport Experience® News - Retail & Services Issue 2025

Above, Right: While WH Smith North America offers many apparel brands in a marketplace environment, some big-name brands thrive in prime terminal locations. Pictured are Cotopaxi at Salt Lake City International Airport and Boss at Ronald Reagan Washington National Airport.

where we’re going next. Interestingly enough, a lot of the men that are traveling on business are actually taking the time to go and buy activewear, and the sales are generally proportionate to females purchasing. It’s not just a female world anymore.” She notes that brands “need to have balance as to what you’re putting in and making sure that you’re covering off all different [customer] personalities. Activewear allows you to do that because people just want to be comfortable.” Location Focus Stiene also believes that customers are still drawn to the apparel souvenir, as long as the souvenir authentically reflects the destination. “People want to bring home different things that they can’t necessarily get at home.” And for those seeking unique apparel offerings, local brands like Chicago-based ChiBoys at Chicago’s O’Hare International Airport (ORD) and Nashville Threads at Nashville International Airport (BNA) are ready. While “selling apparel in airports is still challenging”, says ChiBoys owner

DeShawn Murry, “ChiBoys has chosen to cater towards locals and tourists alike,” as well as both business and leisure travelers. “Any and everyone that wants to take a piece of Chicago home with them will be able to find something in the ChiBoys store,” he says, noting that in order to combat the challenges of airport retail, “we think you have to have a focus. Ours is Chicago. Next is creating a quality product in hopes to build loyal return customers. Lastly, exposure is key,” he says. “Without exposure, it limits your ability to reach new customers.” ChiBoys has a location at the Chicago Riverwalk as well as at ORD. At Nashville Threads, owner and founder Jamie DeWitt Isabel Sr. says that the company’s strength also lies in the locality of its offering. He says, the store stocks products from nearly 20 local vendors who market Nashville Threads as a certified retailer. Isabel agrees that in order for retail brands to make their mark, they need to embrace their brand’s distinctive identity. While some airport retailers’ designs “all look alike,” says Isabel, “our designs were created for the targeted market. We have a plethora of designs and they all look different than our competitors.”

Some operators, like Provenzano Resources Inc., boost small, minority owned and local apparel brands through operational support programs. Provenzano “helps new merchants launch their first DEN location often before they are even familiar with the ACDBE and SBEC programs and certification process,” says Cord Rauba, director of operations. While “historically, apparel hasn’t been as strong as food and beverage in airports due to its discretionary nature,” adds Rauba, “PRI finds that DEN travelers are drawn to comfort and casual apparel options with both recognizable brand names and those unique to our Colorado region and local startups.” Some of Provenzano’s apparel retail brand partners include locally focused Love From USA Group; active and loungewear companies This Socks! & Co and 5280 Activewear Co.; casualwear brand Colorado Limited; accessories brand Topo Designs; Atomic Child, an apparel brand from local artist Jimmy Bryant; underwear company Shinesty; retro- and festival-inspired BFresh Gear and Denver-based Uncomn Wealth at Denver International Airport (DEN).

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AX NEWS SEPTEMBER 2025