Samsung's Shilla Duty Free launches at Hong Kong International Airport

The Shilla Duty Free, Samsung's travel retail arm, has commenced operations at Hong Kong International Airport this month, after its successful bid on the perfume and cosmetics, and fashion accessories concessions earlier this year.Six retail outlets opened for business on 12 December 2017, supported by Shilla’s head office in Korea. The company said it looks forward to strengthening its Hong Kong operations with a new vision for experiential retail - Beauty&You. The outlets will be transformed in phases into the new identity, which symbolises its commitment to travellers’ beauty experience. The new Beauty&You store layout will incorporate both branded counters and non-branded areas, as well as immersive engagement zones.The new license sees Shilla as the first operator to secure duty free perfumes and cosmetics concessions across the airports of Incheon International, Hong Kong International and Singapore Changi. “We’re extremely excited to expand The Shilla Duty Free network to one of the busiest airports in the world,” says Alice Woo, managing director of Shilla Travel Retail Hong Kong limited.“The airport served more than 70 million passengers annually and 1,100 aircrafts daily in the past 12 months. Hong Kong’s proximity to other Asian countries and mainland China also makes HKIA a powerful and promising hub for duty free sales. With the upcoming launch of Beauty&You, we hope to redefine the airport retail experience and customer journey through personalised service, interactive and engaging environment in one of the most robust travel markets in the world.”