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Monocle plans chain of airport stores

Global media brand Monocle has opened its first dedicated travel retail store, at Hong Kong International Airport. The store began trading in late August.

Monocle already operates a small chain of stores and cafes, in London, Zurich, Merano, Los Angeles, Toronto, Tokyo, and Hong Kong. A new store is also scheduled to open soon in Milan.

The airport shop will be the first in a new rollout of airport-based outposts for the brand, with an emphasis on books, periodicals, travel essentials and Monocle’s full range of products and special collaborations.

Developed in association with Paris-based Lagardère Travel Retail, the store is designed to sell globally sourced essentials, accessories and apparel directly to ‘discerning’ travellers.

Monocle’s mission is to rethink airport retail. The brand’s chairman and editor in chief, Tyler Brûlé, says: “The launch of this new concept at Hong Kong International Airport comes at the perfect time for our sector. Airport news and shop formats have not been keeping pace with the retail industry in general and this debut seeks to raise the game for both the print industry and customers.”

The stand-alone store occupies a retail footprint of 190sqm, underlining a commitment to the printed word and providing a premium offer to global travellers. The shop’s range will include the brand’s range of Monocle Travel Guides, as well as special edition products only available at Hong Kong International Airport.

“Hong Kong is already one of our most important markets both for readers and brand partnerships. In order to tailor this for the local audience, visitors and passengers connecting, we’ve developed a store that is calm, elegantly designed and stocked with good reads for the long haul, gifts for friends and clients at the other end and of course lots of accessories and fashion items for our core audience,” adds Brûlé.

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