Hudson, a Dufry company and travel experience leader with more than 1,000 stores in airports, commuter hubs, landmarks and tourist destinations across North America, unveiled a new vision for Brookstone airport stores, reflecting Hudson’s commitment to reinvigorating the brand after becoming its exclusive airport retailer in 2019.
Elements of the new sleek, ultra-modern store design and expanded product assortment have been incorporated into the recent openings at Nashville International Airport (BNA), Norman Y. Mineta San Jose International Airport (SJC), Seattle-Tacoma International Airport (SEA), and the Virgin Hotels Las Vegas, with plans to open new stores with the full redesign in the coming months.
“Brookstone is such an iconic name. Our vision was to create a space that would become the ultimate lifestyle and experiential destination for the whole family by blending the electronics categories synonymous with Brookstone with newer product categories like STEM learning and wellness,” said Michael Levy, senior vice president and chief merchandising officer of Hudson. “A big focus for Hudson has been expanding our merchandising assortment to create an all-encompassing shopping experience, and our evolution of the Brookstone brand is just the latest example of how we’re innovating to successfully deliver on these growth opportunities to serve the evolving needs of travelers.”
The new store exterior is warm and inviting, blending soft ambient lighting with signature shades of Brookstone blue. Inside, a spacious open floor plan and interwoven design elements encourage intuitive exploration and inspiration throughout the entire store. The store combines informational screens, hands-on product demonstrations and other interactive touchpoints.
To further create an experience that’s uniquely Brookstone, the store is divided into branded discovery zones to promote ease of use. Each fixture within the zones is completely modular, allowing for a seamless transition of products to provide first-time and repeat shoppers alike with the game-changing innovations, on-trend products and seasonal favorites. Each zone in the store also features a prominent collection of Brookstone-branded products.
Hudson operates more than 30 standalone Brookstone stores in airports and continues to expand the brand into new non-traditional formats, including automated specialty retail and Evolve by Hudson, a new shop-in-shop store that blends a specialty brand experience with the accessibility of travel essentials.
