March 6 2024  |  Retailers

Lagardère Travel Retail introduces Relay’s refined brand signature

By Hibah Noor


Relay claims a hard-to-miss presence at Paris Charles De Gaulle Airport

Lagardère Travel Retail has introduced a redefined brand signature for its Relay one-stop-shop destination.

‘Relay what moves you’ is said to reaffirm Relay’s commitment to providing travelers with more than just products, “to transform travel into enjoyable and personal experiences”. The new brand signature is supported by a new brand video.

Solidifying its position as the “pinnacle of Travel Essentials brands”, Relay caters to both daily commutes and long-haul adventures. In 2023, Relay celebrated the renewal of two significant partnerships in France with Group ADP (airports) and SNCF (railways), playing a pivotal role in shaping Relay’s global success story.

Additionally, the brand expanded in Austria at Vienna airport, in the Kingdom of Saudi Arabia at Medinah Airport, and in India, through Lagardère Travel Retail’s franchise partner, Travel Retail Services, not only broadening the brand’s footprint in the region but also reinforcing its core values through engaging activations. New openings are on the horizon in Peru, representing Relay’s inaugural entry into South America.

Originating in 1852 as Bibliothèque de Gare in Paris, Relay has evolved into a globally renowned brand. With a presence in over 28 countries and 1,000 stores, Relay offers an extensive range of products including food-to-go, tech, hygiene and beauty products, apparel and more. The brand remains true to its roots of proximity and customer-centricity, achieving an impressive 97% satisfaction rate among international customers in February 2022, with over 80% being frequent customers and over 85% remaining loyal to the brand for over five years.


An eye-catching Relay store at Sydney Airport

Lagardère Travel Retail stated, “As Relay continues to evolve, it remains a symbol of reliability and excellence, providing travelers not just with products but a shopping experience that transcends borders and generations. Relay is not just about convenience; it’s about advanced convenience, and that is what moves our business forward.”

According to the travel retailer, Relay has been “actively reducing its environmental footprint, contributing to more responsible consumption in travel retail”. Initiatives include energy consumption reduction, product offering enhancements, plastic minimization and solutions to address food waste. A Relay laboratory store, set to open at Paris-Charles de Gaulle airport, will further test innovative products and disrupt conventional offerings to meet the needs of more eco-conscious consumers.

Nathalie Simon, Lagardère Travel Retail Executive Vice President Travel Essentials, commented, “Relay is a globally recognized brand for travelers worldwide, and for many marking the beginning of their journey. We aspire to transform Relay stores from a location to a brand known for its advanced convenience spirit. Our commitment to sustainability is reflected in our actions, ensuring travelers have access to the best essentials while embracing a future of more responsible consumption.”

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