Retail in Asia


DFS expands Mission Hills Duty Free complex with largest Beauty Hall

Travel retailer DFS Group, in partnership with Shenzhen Duty Free Group, opened the biggest Beauty Hall in its global store network on 18th December. This is the newest addition to the Times DF x DFS Haikou Mission Hills Duty-Free Complex in Hainan, China.

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The Beauty Hall forms one of the four new blocks to be opened throughout 2022 and 2023. Additional brands in the Fashion and Watches & Jewelry spaces will be added in coming months to the luxury retail already on offer at Mission Hills.

Spanning more than 68,000 square feet over two levels, the Beauty Hall will initially showcase over 80 beauty brands. By the end of 2022, the Beauty Hall will feature up to 100 beauty brands.

To date, the complex boasts more than 400 luxury brands from the Spirits and Beauty categories as well as the “World in a Day” experiential store in Block 3. The Spirits World, housed in Block 5, was opened in October by Shenzhen Duty Free and includes flagship stores from the top spirits houses and high-end Cognac brands. In total, the two partners have to date opened a retail space spanning 215,000 square feet.

The Times DF x DFS Haikou Mission Hills Duty-Free Complex Beauty Hall continues DFS’ commitment to bring luxury and experiential shopping to Hainan. DFS, which operates stores in 23 downtown locations and 13 major global airports on four continents around the world, is renowned for creating “destinations within destinations”. Hainan is the latest location to showcase DFS’ expertise in store design, luxury merchandising and marketing activations.

The Beauty Hall boasts an array of brands including Dior, Lancôme, Estée Lauder, SKII, Shiseido, La Prairie, Clarins, and Christian Louboutin. New brands to Hainan include Augustinus Bader, Miller Harris and Chantecaille, with more first-to-market, exclusive and ‘clean’ brands planned in 2022. The Beauty Hall also features a comprehensive line-up of fragrances, including Byredo, Frédéric Malle and Miller Harris.

Smooth marble accents and modern, open boutiques welcome visitors entering the Beauty Hall. In the center of the space, an escalator in DFS’ signature red soars upwards through an airy atrium adorned with kinetic digital cubes.

As well as shopping physically in the store, customers in Hainan can browse and shop online, with more than 70 of the beauty brands on offer also available for purchase through the store’s WeChat e-shop. The e-shop was designed with both customers and brand partners in mind – brands have full rein to showcase premium and personalised digital frontages through customised online boutiques. Digital customers can enjoy shopping until the last moment thanks to the online store’s home delivery service, as well as 24/7 live chat customer service.

“In choosing Hainan as the location for the largest Beauty Hall in our entire network, we wanted to show our customers how important they are to us, and that we will always deliver on our promise to create the most luxurious and exciting shopping experiences for them,” says Nancy Liu, DFS President China.

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“Our new Beauty Hall will undoubtedly become the must-visit destination for beauty shopping on the island, with many more surprises yet to come,” added Liu.