08.11.2010
We listen to our customers
Copenhagen Airport chooses affordable brands for its shopping centre

New chains such as Pieces, Tiger and Tshirt Store reflect a new strategy pursued by Copenhagen Airports A/S (CPH) of choosing more affordable brands for its shopping centre. A survey conducted by CPH showed that passengers want less pricey shopping options at the airport, especially within fashion and accessories.

“Demand surveys show that our guests would like to have some more affordable alternatives at the shopping centre. We have therefore been looking forward to the opening of the new shops which hit the mark with respect to demand and the strategy we have defined for the shopping centre,” said Carsten Nørland, VP, Sales at CPH.   

With the opening of the Tiger shop this coming Saturday, CPH really demonstrates that it doesn’t have to be expensive to shop at the airport.

“We sell things we like, but also things we think would be practical for our customers. People might not want to spend all their money before their holiday starts. We are confident that the new Tiger store, scheduled to open on Saturday, will be well received by passengers, and we look forward to working in the special airport environment,” said Tina Schwarz, head of marketing for the Tiger chain, which has more than 80 stores in nine countries.

On 16 September, the Tshirt Store opened in Terminal 2. Already shortly after it was opened, the bottomline results of the Copenhagen Airport store of this Swedish chain offering graphic and fun T-shirts demonstrated that passengers like the concept.

On 30 September, Pieces, the accessories chain of Danish-based Bestseller, opened a store at Copenhagen Airport. Pieces has opened 108 shops over the past couple of years, 23 of them in Denmark. Pieces operates own shops in 20 countries, and the new shop at Copenhagen Airport offers passengers more affordable accessories such as shoes, bags and jewellery before and after they travel.

“People travel more, and passengers therefore look for more of the brands they normally buy. At Pieces, passengers can get advice and tips on how to style their look and give their appearance that extra twist that will make it right for work or party,” said Theresa Damborg Blicher, head of marketing at Pieces.