But what motivated this change, and how can the essence of Portugal be captured within such a dynamic retail environment?
In an exclusive interview with Ana Sara Ferreira, Purchasing Director at Portugal Duty Free, we discover how the complete transformation of retail spaces, the focus on local products, and specialised team training are creating a truly memorable experience for passengers. With over 1,000 national products and an exclusive range celebrating Portuguese gastronomy and wine traditions, these stores turn every visit into an authentic and unforgettable moment.
Recently, you introduced a new store concept where “Portugalidade” is central. Why this change, and how do you capture the Portuguese essence in an airport retail space?
We decided to bring “Portugalidade”, the spirit of Portugal, to the heart of our concept because we want every passenger passing through our stores to take a little bit of Portugal with them. More than a simple act of shopping, we want to offer a memorable experience, creating an emotional connection with the country. We drew inspiration from our iconic landscapes, rich art and heritage, and the unmistakable flavours and aromas of our gastronomy to transform each visit into an authentic moment. We want to bring lightness and pleasure to a moment often associated with travel stress. Our spaces are designed to make the passenger experience more fluid, welcoming, and unforgettable.
How was this adaptation achieved? Was it just a matter of assortment, or were there also changes to the physical space and customer service?
It was a complete transformation. We didn’t just refresh our offer; we redesigned the spaces and invested heavily in team training to ensure more specialised service and a truly differentiated experience.
We now feature over 1,000 local products representing Portugal’s regions and more than 250 exclusive products.
We created the “Sabores de Portugal” (Flavours of Portugal) concept, a tribute to Portuguese gastronomy featuring 100% national products, including freshly delivered Pastéis de Nata every day.
At the Port Cellar, we offer the most extensive and distinctive Port wine selection in the country, with over 230 references, a true immersion in the Portuguese wine tradition.
But the experience goes beyond products. We’ve invested in specialised service with a team of over 850 employees, receiving more than 14,000 hours of training annually, and 230 brand ambassadors across different categories. Our goal is to provide a more personalised service, ensuring every customer receives expert advice and a unique shopping experience.
Is there a difference in the product range across the various airports you manage?
Yes. Each airport has its own identity, and that diversity is reflected in our offering. We want passengers to feel the authenticity of each region inside the airport. That’s why we tailor our range to highlight local products in every location.
In Lisbon, Porto, Faro, Madeira, and the Azores, every detail was designed to deliver a unique experience, celebrating local flavours, scents, and traditions. More than just a store, we’ve created an invitation to discover Portugal region by region.
“Customer experience is one of our top priorities.”
There was also a change in your international brand strategy. What did that involve?
We significantly expanded our international portfolio to elevate the airport shopping experience. We introduced new beauty brands such as Charlotte Tilbury, Le Labo, Sol de Janeiro, Creed, Filorga, and Maison Margiela, and extended others into the makeup category, including Hermès, Carolina Herrera, and Paco Rabanne.
We also enhanced our luxury fragrance offer with exclusive private collections like Bvlgari Le Gemme and Allegra, Gucci Alchemist, Chloé Atelier des Fleurs, Boss Collection, YSL Le Vestiaire, and Givenchy La Collection Particulière.
In fashion and accessories, we opened new stores such as Preloved, Calvin Klein, Longchamp, Infinity Gallery, and LEGO at Lisbon Airport. We also completed full refurbishments of Ralph Lauren, Hugo Boss, and Montblanc stores and expanded Victoria’s Secret, now the brand’s largest travel retail store in Portuguese airports, with a broader and more personalised offer.
How did you improve customer experience, and what impact do you expect on turnover?
Customer experience is one of our main priorities. We’ve introduced innovative digital solutions to make our stores more immersive and engaging. At the entrance, passengers are greeted by LED walls displaying images of Portuguese landscapes and landmarks, reinforcing the sense of place.
We installed over 2,000 LED panels and 450 LCD screens, creating immersive environments with motion visuals from each city and region, for example, in Lisbon, recreating Avenida da Liberdade.
To make shopping faster and more convenient, we added self-checkout stations and mobile payment units. Store design was planned in detail, each category has its own language, with spaces and concepts aligned with the product type. For example, local product areas feature organic materials like cork and wood, inspired by Portugal’s wine tradition, while tiles in the food section reflect authenticity and cultural richness.
This investment not only enhances the customer experience but also drives commercial performance, increasing engagement and having a positive impact on turnover.
Sustainability has also been a recent focus. How and why was it implemented? Do you feel consumers are more aware of this topic?
Sustainability lies at the core of our strategy, and we believe it’s a shared responsibility between brands and consumers.
We created the Eco Area inside Lisbon Duty Free, a true “green island” within the airport, showcasing sustainable, local, and eco-friendly products. Passengers can find 100% national products made from recycled and recyclable materials, as well as organic and sugar-free options.
We also developed our own line of eco-friendly gifts, including organic teas, cork fans, notebooks, and bamboo mugs.
Currently, we offer over 100 sustainable products, reinforcing our commitment to a more conscious and responsible retail model. Consumers are increasingly aware of sustainability, and we’ve noticed a growing appreciation for this direction.
“Sustainability is at the heart of our strategy, and we believe it’s a shared responsibility between brands and consumers.”
What was the total investment in these transformations?
The renovation of our retail spaces, covering over 10,000 m², involved an investment of more than €34 million.
We’ve spent many months working on-site, always ensuring that stores remained open so passengers lacked nothing.
The renovations at our Lisbon, Faro, Madeira, and Azores stores are now complete, offering more modern, immersive spaces aligned with our vision. The Porto Airport store will be the next to undergo transformation.
You were recognised for the Preloved store. How did you receive that distinction?
We were immensely proud to receive the Best New Store award in the People & Planet category, presented by the prestigious DFNI media group.
This recognition reinforces the relevance of the Preloved concept, which combines exclusivity and quality with a positive impact on the planet.
We believe the future of luxury lies in more sustainable practices, and this award confirms we’re on the right path. It also consolidates Portugal Duty Free’s position as a reference in luxury airport retail, aligned with the new expectations of modern consumers.
How do you see the future of travel retail, and what can we expect next from Portugal Duty Free?
Travel retail is growing, and we believe that beauty and luxury goods will continue to lead sales.
We intend to continue focusing on exclusive brands, differentiated experiences, and innovation within the perfumes and cosmetics sector.
Novelty is key, we aim to keep offering exclusive Portuguese products and pioneering launches, reinforcing Portugalidade through unique flavours, aromas, and premium packaging.
The customer remains at the centre of everything we do. Every airport has a different passenger profile, so we customise our range to align with local expectations and traveller preferences.
Sustainability will remain a core priority. We plan to continue developing eco-friendly solutions and expanding into pre-owned luxury brands, a segment experiencing strong growth.Consumers are increasingly engaged, and we’re ready to evolve with them.
Source: Distribuição Hoje
