MAHB smells big business with Dior pop-up boutique in KLIA

The Dior Prestige pop-up boutique at KLIA

PETALING JAYA: Malaysia Airports Holdings Berhad (MAHB) expects the Dior Prestige pop-up boutique, one of the newest additions to KLIA, to boost the already strong sales of duty-free items at their airports.

Speaking to FMT, the airport operator’s senior general manager for commercial services, Nazli Aziz said the pop-up boutique which opened at the end of November was the first of its kind in a Southeast Asian airport.

“We are excited that our collaboration with Parfums Christian Dior and the DR Group, via its beauty arm Colours & Fragrances, has created a new and exciting retail experience for travellers and beauty enthusiasts.

“The pop-up boutique will allow guests to delve into the world of Dior Prestige which is the culmination of Dior’s skincare expertise and exceptional premium skincare range.”

Visitors to the pop-up boutique, he said, can expect the full range of the Dior Prestige collection and enjoy exciting experiences including a virtual reality space, personalised skin consultation as well as a fun photo booth.

“This is not the first time we are introducing such initiatives and concepts. In 2018, we collaborated with the DR Group to bring the first Hershey’s Flotilla Buggy at KLIA and the first Dior Backstage pop-up store in Southeast Asia.”

The Rose.Lab by Christian Dior.

The Dior Prestige boutique isn’t just a plus for travellers but for MAHB as well, says Nazli, as the perfumes and cosmetics products are highly sought after.

“The perfumes and cosmetics category is the top-performing category at KUL,” he said, in reference to the collective name for KLIA and klia2.

As of September 2019, sales for the perfumes and cosmetics category enjoyed a 7.5% growth compared to the first nine months of 2018.

“Between January to September 2018, perfumes and cosmetics made up 40.5% of all duty-free products sold in KUL.”

Nazli said he was optimistic about the revenue potential of the Dior Prestige boutique on top of the added value to the passenger experience at the airport.

“The addition of the Dior Prestige boutique aligns perfectly with our commercial reset strategy to position our airports as shopping and lifestyle destinations.

“We are looking to inject more exciting events and experiences to change how travellers and guests see airports.”

MAHB’s commercial reset strategy which began in 2018, sees the introduction of new brands, high-end fashion retailers and a refreshed shopping experience.