Gold takes centre stage at Dubai Duty Free

The circular-designed shop, which covers an area of 23 square metres, has already led to an impressive increase in gold sales at Dubai Duty Free.

Traditionally ranked as one of the operation's top selling categories over the past twenty years, gold currently accounts for around 11% of total sales. In 2002, the operation sold over 3 tonnes of gold and already that figure is expected to be surpassed in 2003.

'Although the new Gold Shop opened mid-September, we have already seen a 15% increase in gold sales,' said Mr. Colm McLoughlin, Managing Director of Dubai Duty Free. 'We expect to see an even greater increase between now and the end of the year.'

Mr. McLoughlin attributes the immediate increase in sales to the central location of the new shop - it is the first shop visible to departing passengers, in addition to the attractive design, which encourages browsing and provides staff with additional sales points, resulting in a greater level of service.

Featuring cherry-stained mahogany panels, which contrast nicely with the champagne and platinum Italian display surfaces, the Gold Shop is opulent in design. The gold palm tree, which has become synonymous with Dubai Duty Free since making its first appearance in Sheikh Rashid Terminal in April 2000, has been retained in the new shop.

Over 450 light fittings, positioned in both the display cabinets and overhead panels, ensure a high level of illumination and create a strong visual impact that enhances the gold displays.

'By the very nature of the product, the Gold Shop must be an attractive and enticing area and we think that this has been achieved with the new shop,' said George Horan, General Manager, Dubai Duty Free.

Future development plans at Dubai Duty Free include the renovation of the Watch Shop, which will incorporate the fun watch range, and the construction of a new Gifts from Dubai Shop that will be located in the former Gold Shop area.

'The new Watch Shop will remain in the core of the shop floor and will complement the Gold Shop in terms of its look and feel,' added Mr. Horan. 'While the Gifts from Dubai shop will very much depict the Arabian theme and is in line with the 'destination merchandising' trend that is becoming increasingly popular among airport retailers.'

All refurbishments are expected to be finalized by December 2003, when the award-winning operation celebrates its 20th anniversary.