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Nuance brings 'World of Wellness' at Stockholm-Arlanda Airport

Dec '08
A winning team: Karl Walter, General Manager, The Nuance Group Sweden, and Anne-Marie Zuidweg, Arlanda Schiphol Development Company (ASDC)
The Nuance Group unveiled the latest addition to its shop portfolio: Opening at Stockholm-Arlanda Airport's Terminal 5 is the Group's new 1,680 square metre flagship tax free store which incorporates not only the world's first "Snusidor", but also a series of distinct shop concepts for different product categories. These "World of …" concepts are designed to convey the expertise and passion Nuance puts into the development of each single category and will take tax free shopping to a completely new level.

The new walk-through Tax Tree Shop at Stockholm-Arlanda Airport Terminal 5, developed in close cooperation with airport partner ASDC AB, is the largest store in the portfolio of The Nuance Group. Spread across 1,680 square metres of shop floor, an area larger than six tennis courts combined, the store presents the traditional tax free core categories of liquor, tobacco and perfume & cosmetics as well as confectionery and destination products in clearly segmented specialist departments. Despite its size and the fabulous amount of products on offer, the shop's design still breathes spaciousness and modernity.

Over sixty per cent of all passengers travelling from Terminal 5 are passing through the new store on their way from check-in to the gates. Walking down from the upper floor security level, which will open in April 2009, they have a spectacular overview of the store with its ceiling height of eight metres. On their way through the store they encounter a "World of White Spirits"; a "World of Whiskies", a "World of Wine & Bubbles", a "World of Cognac", a "World of Cigars", a "World of Wellness" and a "World of Perfumes", with the rest of the product offer centred around these areas.

Two years of development behind the new store set-up
The new set-up of The Nuance Group's new flagship tax free store at Stockholm- Arlanda Airport is the result of more than two years of research and development and intensive work on category management. The objective was to present each product category at its best as far as range, price and promotions are concerned and to convey both passion and expertise through the way the products are presented.

Two promotional platforms located at strategic locations within the store allow single brands to individually showcase their products over a period of time.

Jean-Paul Bonnel, CEO of The Nuance Group Europe, comments: "We are truly excited about our new flagship operation, which will serve as the role model for all future General Merchandise stores to be opened in our European region. For travellers, the trip starts long before actually boarding the aircraft, with a truly memorable experience at Arlanda Airport. By offering them an exciting range of products at great prices and presented in a breathtaking environment, we will allow them to better understand and appreciate the supreme products we are offering them, thereby converting them to repeated buyers."

Karl Walter, General Manager, The Nuance Group Sweden, adds: "For this new flagship store, great care was given to create a unique sense of place using traditional Swedish elements and colours and translating them into modern Swedish Design."

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