Airport Experience® News - Retail & Services Issue 2025

and weren’t expecting to see, it can drive both traffic and conversion. Paradies Lagardère – which operates in-airport locations of apparel brands such as golf retailers PGA TOUR and Eastside Golf, major league sports brand The Scoreboard, popular boutique Hip & Humble as well as national brands SPANX, The North Face, Cotopaxi, KÜHL, and Marine Layer – embraces a data-driven approach to their program offerings. “When partnering with an airport, we evaluate a wide range of data: concourse traffic, airline schedules, traveler demographics, and journey types (family vacations, corporate travel, etc.),” Kirkpatrick says. “Beyond airport data, we also conduct our own demographic and psychographic research to better understand what today’s travelers are seeking in both dining and retail. We also continuously seek out rising and in-demand brands to keep our portfolio fresh and aligned with evolving traveler and airport expectations.” Paradies Lagardère also takes a multi faceted approach to its marketing, employing in-store signage, digital displays, national media partnerships, social media posts and special events to promote their apparel retail brands. “Whether it’s a limited-time capsule collection or a local brand collaboration,” says Kirkpatrick, “it’s all about creating a moment of discovery that feels personal and shareable.” Hope Remoundos, chief commercial officer for Avolta ’s North American division, agrees. “Apparel brands will win when they take a traveler-centric approach,” she says. “When you put the traveler at the center – really listening to what will make travelers happier and watching where they are spending their money along their journey – you’ll see they want a curated product assortment, versatile options, and exclusivity.” Avolta subsidiary Hudson operates retail apparel outposts of Vineyard Vines, Rip Curl, Vera Bradley, Draper James, Coach, Michael Kors, Victoria’s Secret, Hugo Boss and Longchamp. Remoundos adds that “we see that [customers] want products that touch on the emotional side of spending, like sustainable products, as well as exclusive apparel or local apparel they can only find in that airport that offer a sense of place.” One successful example? A Vancouver

to make the initial investment see a return during the term of the lease,” McOwan says. “Understanding the demographic of their consumer is fundamentally important, versus a ‘desire’ to be in a certain airport. It’s a very expensive shop window otherwise.” The Brand Draw Sarah Kirkpatrick, Paradies Lagardère’s vice president of merchandising, suggests that travelers “are increasingly interested in quality, discovery, and brand storytelling, and when they recognize a brand they love

Top, Above: Paradies Lagardère has found success is sports centric apparel options such as PGA Fan Shop and The Scoreboard.

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AX NEWS SEPTEMBER 2025