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Magazine > Industry News > News Content

Swarovski grows licensed boutiques, Atlanta next

6/22/2010 6:37:35 PM

A Swarovski licensed boutique currently exists in New York City's John F. Kennedy Airport. Next month, another one will open at the world's busiest airport, the Hartsfield-Jackson Atlanta Airport.

New York--Swarovski, the crystal brand based in Austria, is expanding its licensed boutique model with plans for a new store to open at the Hartsfield-Jackson Atlanta Airport in mid-July 2010, the company announced on Monday.

Although the licensed boutiques look and feel like Swarovski-operated stores, they differ from Swarovski's own boutiques in that they are run by outside partners. The Atlanta airport store opening is the result of a partnership between Swarovski and Areas USA, a provider of retail services in the travel hospitality industry, chosen by Swarovski for its expertise in airport retail. Areas USA will actually operate the boutique.

Ranked as the busiest airport in the world by the Airports Council International, the Atlanta airport last year played host to more than 88 million passengers. The new Swarovski store, slated to occupy a 567-square-foot space, will offer the brand's full range of fashion jewelry and watches, as well as home accessories.

It will be just one such opening in an aggressive plan to debut licensed Swarovski boutiques in highly trafficked areas and casinos around the country, the company said in a media release.

"The licensed boutique model represents an enormous growth opportunity for the Swarovski retail business," Kevin Coen, executive vice president of Swarovski North America Limited's Consumer Goods Business, said in the release. "Swarovski's existing licensed boutiques have experienced impressive sales-per-square-foot results, which proves they are a successful business model, and we have high expectations for our new location at the Hartsfield-Jackson Atlanta Airport.

Swarovski product is currently sold at eight licensed boutiques in the United States, including one at John F. Kennedy Airport in New York. The company operates its own boutiques in the Philadelphia Airport and the Pittsburgh Airport. Licensed casino locations include Foxwoods Resort Casino in Mashantucket, Conn., The Venetian and The Palazzo, both in Las Vegas, Dover Downs in Dover, Del., and the Eldorado Hotel Casino in Reno, Nev.

The company said in the release that its goal is to have between 20 and 25 licensed boutiques opened in the United States by the end of 2010. Swarovski is targeting high-traffic airport, casino, mall and hospitality locations for the expansion.

A spokeswoman for Swarovski said that the brand is also open to working with smaller independent companies, including partnering with independent retail jewelers, for Swarovski licensed boutiques in malls and lifestyle centers.

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