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TheMoodieReport.com: Alpha turns on the style in Florida with US$7.1 million revamp of Orlando and Sanford – 05/10/06
Source: ©The Moodie Report
By Martin Moodie
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The new-look stores at Sanford (top) and Orlando International "ensure we are able to compete with the Hgh Sreet," says Alpha Retail USA President Rod Wiltshire
US. Alpha Airports Group has completed a US$7.1 million refurbishment programme across two key US airports, Orlando Sanford and Orlando International airports in Florida.

Each has been rebranded, upgraded and expanded.

Some US$3.3 million was invested in Alpha’s Sanford store, which has increased in size from 6,500sq ft to 8,000sq ft. The fragrances area has been expanded significantly and now features new customisations by Parbel, Christian Dior, Issey Miyake, Jean Paul Gaultier and Calvin Klein.

The store’s fashion and accessories section has also been increased and its range extended to include new designer sunglasses ranges by Gucci, Ralph Lauren and Diesel, watches by Guess, DKNY and Tommy Hilfiger and handbags by Guess, Fossil and Diesel. The jewellery range has also been expanded and now incorporates a range of international brands, including Swarovski, Hot Diamonds and Pilgrim.

In addition to the existing store at Sanford, Alpha has recently opened a new Bijoux Terner outlet which offers a wide range of affordable women’s accessories including handbags, watches, fashion jewellery, shawls and hats, all available for US$10.

Alpha Retail USA President Rod Wiltshire commented: “Since the refurbishment, initial sales have been strong, particularly in the expanded categories of perfume and specialities, which have both recorded double digit growth in passenger spend. The Bijoux Terner store is also performing well and we’ve seen no dilution in duty free sales since its launch – the two offers complement each other well.”

"Alpha’s investment into these stores reinforces our dedication to improving our customer offer throughout the lifetime of our contracts"
Rod Wiltshire, President,
Alpha Retail USA
A further US$3.8 million has been invested in Alpha’s two Orlando International Airport stores, where the contracts have been extended to July 2010. The airside store in Terminal One has more than doubled in size from 1,000sq ft to 2,300sq ft, while the retailer’s Delta store has been expanded from 4,300sq ft to 5,000sq ft.

The focus has been on expanding the stores’ fragrances and accessories areas, both of which have recorded growth in passenger spend since the refurbishment. The new ranges echo those introduced at Orlando Sanford Airport.

Presentation in both stores has been upgraded and merchandise authority improved significantly. Wiltshire commented: “Alpha’s investment into these stores reinforces our dedication to improving our customer offer throughout the lifetime of our contracts. It also reflects our commitment to reviewing and refreshing the design of our stores and fixtures to ensure we are able to compete with the high street.”