Shilla Duty Free, a South Korean travel retailer, has recently partnered with French luxury house, Chanel, to open a two-level boutique at Incheon International Airport. This is the first Chanel boutique in the travel retail channel in South Korea and is set to be followed by a Dior boutique in the first half of next year.

The new boutique, located in Terminal 2 of Incheon airport, is almost three times larger than the previous store and has been designed by renowned architect Peter Marino. It features dedicated areas for Chanel’s ready-to-wear apparel, handbags, shoes, watches, and fine jewelry. The ground floor showcases iconic bags and new-season offerings, while the upper level houses the brand’s other collections.

Incheon airport, which serves Seoul, the capital of South Korea, has seen a surge in passenger growth, with numbers reaching over 70 million last year. The airport is a hub for long-haul international flights to North America, Europe, and Oceania, as well as premium regional routes within Asia. This makes it a prime location for luxury retailers, as seen by the presence of other high-end boutiques such as Gucci, Hermès, Omega, and Tiffany.

The Chanel boutique at Incheon airport is expected to be a landmark in terms of its size, interior design, product range, and customer service. This partnership is a strategic move for both brands, as Chanel looks to expand its global footprint and increase its presence in the travel retail channel, while Shilla Duty Free aims to attract high-spending passengers and enhance its luxury offerings.

Chanel has been making record investments and expanding its real estate portfolio, despite a decline in sales and operating profit last year. The brand remains committed to a long-term view and has plans for further expansion in markets such as India and Mexico, as well as new boutiques in Mainland China, Japan, and Canada. Additionally, Matthieu Blazy has been appointed as the brand’s new artistic director, signaling a new chapter for Chanel.

With its prime location and impressive design, the Chanel boutique at Incheon airport is set to become a must-visit destination for travelers seeking luxury goods. This partnership between two iconic brands is a testament to the growing demand for high-end products in the travel retail market and is sure to be a success for both parties involved.