Lagardère Travel Retail and PMI Global Travel Retail launch flagship multi-category solution at Geneva Airport

Philip Morris International Global Travel Retail and Lagardère Travel Retail continue to strengthen their partnership, setting new benchmarks in premium travel retail and brand engagement. Their focus remains on delivering exceptional legal-age consumer experiences across Europe’s travel hubs.

The launch of the new multi-category solution at Geneva Airport’s Aelia Duty Free showcases their ongoing commitment to innovation and excellence in the travel retail sector.

The shop installation showcases a state-of-the-art retail concept, combining advanced design with a dynamic and diverse product offering in the tobacco and nicotine category. It is said to reflect the shared strategy of both partners to elevate the role of premium, consumer-centric execution that resonates only with legal-age nicotine users seeking more than just destinations.

Lucio Rossetto, Lagardère Travel Retail Regional COO Europe & CSR Officer, says, “This collaboration with PMI Global Travel Retail exemplifies the power of strategic alignment and a shared vision. Across major European airports, beginning in Geneva, we’ve jointly developed dynamic, multi-category premium retail spaces that not only resonate with today’s adult travelers but also elevate the role of nicotine products as a key footfall driver in duty-free. By combining Lagardère Travel Retail’s operational excellence with PMI GTR’s brand expertise, we are redefining the travel retail experience and setting new benchmarks for innovation and consumer engagement.”

The Geneva retail solution presents PMI GTR’s latest innovations as part of its multi-category transformation strategy, designed to offer experiential and memorable shopping environments. It also reinforces PMI GTR’s commitment to transforming the tobacco category - from traditional sales to impressive shopping experiences - tailored to legal-age nicotine users with diverse preferences who are also seeking better alternatives.

Ugur Tanbasi, PMI GTR Director of Commercial Strategy, Planning & Channel Development, comments, “This impactful renovation, delivered in close partnership with Lagardère Travel Retail, represents a strategic milestone in our shared transformation journey. With strong support from our business partners, PMI Global Travel Retail is reinforcing its leadership in premium, multi-category retail execution across Europe – setting new benchmarks in the tobacco and nicotine category.”

He adds that this collaboration redefines excellence in global travel retail, positioning Geneva Airport as a flagship example of successful partnership and state-of-the-art execution. “Tobacco and smoke-free categories remain among the most visited segments in duty-free, and PMI’s multi-category strategy continues to play a pivotal role in engaging adult consumers and accelerating portfolio growth,” Tanbasi concludes.