Penhaligon’s opens first US West Coast counter at Los Angeles International Airport with DFS

Penhaligon’s has opened its first counter in Los Angeles at Los Angeles International Airport (LAX) with travel retailer DFS, Los Angeles, marking a key milestone for the British fragrance house in Travel Retail Americas.

Located in the Tom Bradley International Terminal, the opening represents Penhaligon’s first Travel Retail Americas launch with DFS under Puig. It also signals the continued strengthening of the partnership between Puig and DFS, following the successful opening of Byredo at LAX in August 2024. The launch reinforces Puig’s strategy to develop niche fragrance brands in high-profile international travel retail locations.

The new counter introduces Penhaligon’s William’s Green retail concept to the Americas travel retail channel for the first time. Designed to support discovery and engagement, the concept brings together the brand’s heritage with a contemporary retail environment tailored to international travelers. The space features a distinctive marble counter, a curated presentation of the brand’s most loved products, a dedicated gifting and wrapping area, and clearly defined zones for new launches and novelties. The open and inviting layout encourages trial while supporting a seamless customer journey.

A central feature of the counter is the iconic Mansion installation, which showcases Penhaligon’s Portraits collection. The architectural display reflects the brand’s storytelling approach and serves as a strong visual anchor within the DFS store.

Personalization sits at the heart of the Penhaligon’s experience at LAX. Travelers are invited to engage through fragrance profiling, locally tailored on-counter activations, and seasonal storytelling moments that evolve throughout the year. These experiences are delivered by trained fragrance consultants, reinforcing Penhaligon’s commitment to elevated and experiential retail in travel environments.

To mark the opening, Penhaligon’s and DFS hosted an in-store celebration featuring live music, engraving services, drinks and sweet treats. The event offered guests an early introduction to the William’s Green concept and highlighted the brand’s gifting and personalization credentials.

Kaatje Noens, Puig Global Travel Retail Executive Vice President, said, “This opening marks an important step in Penhaligon’s development across Travel Retail Americas and reflects our long-term commitment to the channel. Introducing the William’s Green concept at LAX allows us to showcase the brand through elevated, experiential retail in one of the world’s most influential international airports. Working with DFS, we are creating environments that encourage discovery, personalization and sustained engagement with travelers.”

Amael Blain, Senior Vice President Merchandising for DFS, added, “Penhaligon’s is a highly distinctive fragrance house with strong storytelling and gifting credentials, which makes it an excellent fit for our international traveler audience at LAX. This opening reflects our shared ambition with Puig to introduce differentiated concepts that elevate the travel retail experience, while responding to growing demand for personalized, niche fragrance offers. This retail concept at LAX brings a sense of discovery and theatre to the category, supporting both customer engagement and long-term category growth.”

The Penhaligon’s counter at DFS Los Angeles International Airport opened on November 13, offering travelers a distinctive fragrance experience rooted in British heritage and contemporary retail design.