Evolve by Hud­son: Com­bin­ing Spe­cial­ty Re­tail with Trav­el Es­sen­tials

Hud­son is in­tro­duc­ing Evolve by Hud­son, a new im­mer­sive, cus­tomer-cen­tric shop­ping ex­pe­ri­ence for trav­el re­tail. This new con­cept rep­re­sents an evo­lu­tion of tra­di­tion­al re­tail that brings to­geth­er brand ex­pe­ri­ence with ac­ces­si­ble trav­el es­sen­tials in a seam­less one-stop-shop; hence, com­bin­ing two of Hud­son’s strate­gic pil­lars: trav­el con­ve­nience and spe­cial­ty re­tail.

This new con­cept will reimag­ine the con­ve­nient and seam­less ex­pe­ri­ence of Hud­son stores by in­cor­po­rat­ing com­ple­men­tary brands from both Hud­son´s and Dufry´s port­fo­lios. The first Evolve store will open in Nashville In­ter­na­tion­al Air­port in the sec­ond half of 2021, with sev­en ad­di­tion­al lo­ca­tions planned, in­clud­ing Dal­las Love Field Air­port and Las Ve­gas Mc­Car­ran In­ter­na­tion­al Air­port.

What Will the Stores Look Like?

Each Evolve store will be de­signed with a wide-open store­front, a foot­print of at least 2,000-square-feet (around 185 m²), and eye-catch­ing dig­i­tal sig­nage on the store ex­te­ri­or, pro­vid­ing a unique glimpse into the brand of­fer­ings right from the con­course.

Once in­side the ex­pan­sive store, a cir­cu­lar traf­fic flow will seam­less­ly guide trav­el­ers around the cen­tral­ly-lo­cat­ed floor dis­plays and out to­wards the spe­cial­ty shop-in-shop walls. Stop­ping at any of the shop-in-shops along the way, trav­el­ers will de­light to see that the dis­tin­guish­able iden­ti­ty, style, and de­sign of the brands that they know and love have been au­then­ti­cal­ly recre­at­ed with­in Evolve.

Fur­ther am­pli­fy­ing a con­ve­nient and ef­fort­less shop­ping ex­pe­ri­ence in­side, a va­ri­ety of dif­fer­ent check­out op­tions will be avail­able to meet the unique shop­ping pref­er­ences of trav­el­ers. In ad­di­tion to a tra­di­tion­al check­out ex­pe­ri­ence, each Evolve store will fea­ture mul­ti­ple state-of-the-art self-check­out kiosks as well as Hud­son’s new­ly-de­vel­oped mo­bile point of sale (POS) ca­pa­bil­i­ties, which will en­able Hud­son team mem­bers to com­plete trans­ac­tions from any­where on the sales floor and spend more time as­sist­ing trav­el­ers at the brand shop-in-shops.

Local & Global: Products for Every Traveler On-The-Go

Evolve will fea­ture a se­lec­tion of glob­al­ly-rec­og­nized and up-and-com­ing lo­cal brands high­light­ed in sev­en care­ful­ly-cu­rat­ed prod­uct cat­e­gories, in­clud­ing Sun­glass­es, Elec­tron­ics & En­ter­tain­ment, Per­son­al Care & Well­ness, Lug­gage & Writ­ing In­stru­ments, Ac­ces­sories & Ap­par­el, Lo­cal Goods & Sou­venirs and Trav­el Es­sen­tials & Snacks.

De­signed to in­ject mo­ments of dis­cov­ery through­out the en­tire shop­ping ex­pe­ri­ence, no two Evolve stores will be the same – from the store lay­out to the prod­uct of­fer­ing. The se­lec­tion and num­ber of brands rep­re­sent­ed in each store will be specif­i­cal­ly tai­lored to the unique air­port des­ti­na­tion, with the flex­i­bil­i­ty to quick­ly in­ter­change brands based upon de­mand, sea­son­al­i­ty, or trend changes.