Hudson has announced Evolve by Hudson—a new shop-in-shop store that will blend a specialty brand experience with the accessibility of travel essentials.
Participating personal care and wellness brands include:
- Health and wellness devices from HoMedics, Hyperice, and more
- Beauty and skin care products from Burt’s Bees and The Art of Shaving
- Color cosmetics from CoverGirl, L’Oreal and Sally
Each Evolve store will be designed with a wide-open storefront, a footprint of at least 2,000-square-feet, and digital signage on the store exterior, providing a glimpse into the brand offerings right from the concourse.
Once inside the store, a circular traffic flow will guide travelers around the centrally-located floor displays and out towards the specialty shop-in-shop walls.
A variety of different checkout options will be available. In addition to a traditional checkout experience, each Evolve store will feature multiple self-checkout kiosks as well as mobile point of sale capabilities, which enables complete transactions from anywhere on the sales floor.
None of the 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 tailored to the unique airport destination, with the flexibility to interchange brands based upon demand, seasonality, or trend changes.
The first Evolve store will be at Nashville International Airport (BNA) later this summer, followed by seven additional locations including Dallas Love Field Airport (DAL) and Las Vegas McCarran International Airport (LAS).
Brian Quinn, EVP and deputy CEO of Hudson, says, “The strategy we’ve executed over the years has positioned the Hudson brand as an iconic and trusted anchor of the airport experience for travelers and landlords alike. Now, as we’re witnessing the dynamic transformation of the retail space, we’re taking the opportunity to further leverage what makes it successful: convenience and brand recognition. Our new Evolve store will transform larger retail footprints, with the existing Hudson convenience model in mind, to curate a multi-brand concept that will allow Hudson to continuously innovate for the modern travel retail environment now and into the future.”