February 9 2024  |  Retailers

China Duty Free Group and Qeelin open new boutique at Singapore Changi

By Hibah Noor

Representatives of China Duty Free International, Qeelin and Changi Airport Group toast the opening of the new boutique

China Duty Free Group (CDFG) has once again collaborated with Qeelin – a fine jewelry brand owned by the Kering Group – to open a Qeelin Boutique at Singapore Changi Airport.

CDFG’s operation of the boutique, marks the travel retailer’s official entry into Singapore and another important milestone in developing its overseas duty free business. This follows the opening of the duty free store at Cambodia’s Siem Reap-Angkor International Airport in October 2023.

Opening on the eve of Chinese New Year 2024, the Qeelin Boutique will offer Changi Airport travelers a premium shopping experience with a wide selection of products, including limited editions and CDF exclusives, in the spirit of artisanal craftsmanship. CDFG will be responsible for the Boutique’s day-to-day operations, leveraging CDFG’s extensive experience with Qeelin in Hainan and elsewhere, and partnering with the brand to support its growth in the global market.

The Qeelin Boutique at Singapore Changi Airport

Qeelin offers fine jewelry with rich cultural connotations, combining the essence of oriental symbolism and modernity with excellent craftsmanship. The brand boasts over 130 points of sale worldwide, including Asia, Europe, North America and Australia, with Greater China as its main market.

Singapore Changi Airport is one of the world’s busiest aviation hubs, and the Qeelin Boutique in Terminal 1 is strategically located next to top international brands such as Gucci, as well as Jewel Changi, featuring the world’s tallest indoor waterfall and rain vortex. This combination allows for a constant and intense flow of foot traffic throughout the entire terminal area.

Commenting on the cooperation with Qeelin to open a Boutique at Singapore Changi Airport, Wang Xuan, Chairman and General Manager of CDFG, said, “The Asia Pacific region is a key market for both CDFG and Qeelin’s expansion, while Singapore Changi Airport is one of the most important travel retail markets. Expanding our business in Singapore perfectly aligns with our development strategy and also demonstrates our strength in operating at global hub airports. CDFG is committed to strengthening our core capabilities, steadily driving our international growth strategy, and providing consumers with more comprehensive and convenient services.”

Christophe Artaux, Chief Executive Officer of Qeelin, said, “Together with CDFG, Qeelin is thrilled to open its first boutique at Singapore Changi Airport and reached another milestone of brand’s international development plan. While we celebrate Qeelin’s 20th anniversary this year, we look forward to bringing the modern vision of oriental aesthetics to the world through our unique jewelry designs and stories.”

Going forward, under the leadership of China Tourism Group, CDFG will “continue to actively expand overseas markets with its strong industrial chain advantages, strengthen brand cooperation, promote internationalization, and become a more globally competitive world-class travel retailer”.

REGION Asia
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