Retailer Profile – Iraq Duty Free
Baghdad Airport upgrade set to double revenues for Iraq Duty Free
Iraq’s leading travel retailer outlines details of its latest store developments at Baghdad Airport. By Mark Lane.
Iraq Duty Free has set an ambitious target of doubling revenues from its refurbished store in the Babylon Terminal departures area at Baghdad International Airport. The new-look store will open in the last quarter of 2023.
Renovation works – which have begun ahead of schedule following the early completion of works for Iraq Duty Free’s upgraded store in the Samarra Terminal – will lead to a larger shopping space and broader product offer aimed at the international passenger demographic in the Babylon Terminal.
The Samarra Terminal 3 store upgrade opened by January 2023 and, according to Iraq Duty Free, has contributed “promising results” so far this year.
A note from the company says that the refreshed Babylon Terminal departures store “aims to create a great shopping experience that seamlessly blends modernity with the rich identity of our brands”.
Iraq Duty Free has been renovating its key spaces at Baghdad Airport, as well as opening its first downtown store
The renovation works cover all Iraq Duty Free categories including its largest offer for perfumes and confectionery located in the major section of the store, interspersed with gondolas for accessories, cosmetics, watches and other categories distributed across the space.
In addition, the company says it will upgrade separate sections for liquor, tobacco, souvenirs and travel accessories in the rear section of the store.
Iraq Duty Free also notes that sales will not be affected during the Babylon store renovations, as the travel retailer is operating a temporary store alongside refurbishment work, which is providing continuity to airport shoppers.
Baghdad International Airport currently hosts three terminals known as Nineveh Terminal A, Babylon Terminal B and Samara Terminal C, names that correspond of ancient cities which are still preserved today in Iraq.
Iraq Duty Free has upgraded its stores across all three terminals, with the work in Babylon departures the final piece in the jigsaw.
The retailer says it has enhanced the presentation of its most popular product categories of fragrances and spirits in the store upgrades, based on spending habits. “Most travellers’ spending habits are on perfumes and liquor, which represent the largest percentage of our sales at Iraq Duty Free, followed by confectionery and other categories,” the company notes.
There are plans for Baghdad International Airport to build three additional terminals to double its capacity to 15 million passengers annually, underlining the longer-term growth prospects for Iraq Duty Free at Iraq’s number one travel hub.
Iraq Duty Free notes that the number of international passengers travelling through the airport is 2-2.5 million per year.
The Babylon Terminal hosts many international airlines including Emirates, Qatar Airways, Royal Jordanian, Turkish Airlines, FlyDubai, Gulf Air, Middle East Airlines, Fly Baghdad, Ur Airlines, Pegasus, Sham Wings, Egypt Air, Air Arabia, Tailwind Airlines and more.
Baghdad Airport passengers are currently dominated by Iraqi nationals, which represent around 70% of the annual total. Expats and other nationalities make up the remaining 30%.
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Issue 327 | 29 September 2023
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