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If you think you know DFS (which stands for duty-free shoppers — think tax-free savings!), you might not have seen it lately. The world’s leading luxury travel retailer celebrates 50 years at San Francisco International Airport with its first major renovation and a grand re-opening fete. The retailer boasts a fresh new look, an emphasis on hyper-local offerings, and more technology services than ever before (now shop the stores from your phone while on your way to the airport and have your items waiting at the gate upon arrival).
See what’s new
DFS’s latest renovation flaunts a more local feel, with stores reflecting the essence of San Francisco. Fresh, bright interiors and exteriors are adorned with reclaimed local redwood, and reddish-orange accents are painted in the exact shade of the Golden Gate Bridge. There’s a more digital presence with a touch-screen offering product education and purchasing options, plus digital signage that’s more eco-friendly and enables messaging to change throughout the day in various languages and according to flights.
In a network of 54 duty-free stores in 13 airports worldwide, San Francisco was the second location in all of DFS, which opened in 1972. It features 10 DFS stores and nine fashion boutiques in two boarding areas (gates A and G) in the International Terminal.
Anniversary celebration
DFS kicks off its SFO reopening with a 50-day, 50th-anniversary celebration, starting in June. The festival-like event includes multiple brand activations from all categories, like Ghirardelli Chocolate Company hosting a chocolate maker to create delectable treats in the store, Benefit Cosmetics offering makeovers and special San Francisco-themed packaging for their products, and Napa Wines sommeliers pouring local offerings for an intimate and educational wine tasting experience. There will be live entertainment as well. You’ll receive an exclusive, colorful tote bag as a gift with purchase of $250 or more during the anniversary celebration. So get to the airport early — you won’t want to miss the party.
Luxury brands
Featuring over 750 brands and a curated selection of products, DFS offerings include fashion and accessories, beauty and fragrances, watches and jewelry, wine and spirits, and food and gifts. Luxury brands include Balenciaga, Prada, Versace, Benefit, Kiehl’s, L’Occitane, Cartier, Omega, Tiffany & Co., Hennessy, Moet & Chandon, Ghirardelli, Godiva, See’s Candies, Hermès, Gucci, Yves Saint Laurent and many more.
Local San Francisco
DFS is launching a Private Label Collection for travel lifestyle items in its SFO locations. The collection features exclusive, San Francisco-inspired graphics and illustrations on products and packaging for more than 50 items, including coffee, almonds, gifts, water bottles, tote bags, travel pillows, and more. The stores’ carefully curated products and brands are tailored to the needs of the traveling consumer, boasting extensive local food and gift offerings – as well as prominently featuring DFS’ private label brand, San Francisco Collection. San Francisco Collection products are exclusive to DFS, can only be found in DFS stores in San Francisco International Airport locations — and make the perfect souvenir for SFO travelers. Each of DFS’s U.S. locations (JFK/LAX/SFO/HNL) features a unique Private Label Collection and customers can collect items from each store.
New technology and services
With DFS’s major renovation, it welcomes new technology in stores and exciting mobile services. When you shop at a DFS location, you’ll find digital screens and signage that enable you to learn more about products and make purchases at the touch of a button.
The new Inflyter app offers the ability to shop duty-free online, with the same exclusive prices and special offers as you’d see in stores. You can browse and buy as soon as your flight’s booked, so you can shop from the comfort of your home, hotel, or airline seat. Gate delivery is available for duty free purchases and in-store pick-up is available for duty paid purchases at DFS locations.
Exclusive offers
Enter DFS and be privy to a world of exclusivity. Luxury brands offer pop-ups and brand experiences exclusive to DFS and their shoppers. Stop in and you may find offerings like La Mer and Lancome pop-ups in-store offering discounted products, with the savings reflected online too. You can also find exclusive gifts with purchase, exclusive discounts and more.
Stand-out service
From product expertise to cultural insight, unforgettable customer service at DFS makes them stand apart. Sales staff speak over 25 languages and are experts in all store offerings, ready to assist every step of the way in your shopping experience.
Complimentary services include hand massages at La Mer, eyebrow consults at Benefit, and make up applications with various brands. Wine and spirits brands often offer tastings, and samplings of local coffee, chocolates, and other food items are frequently on display. You can try before you buy.
Loyal T Membership
This multi-tiered membership service program grants you exclusive access to high-end local member events, promotions and special services while earning points with your purchases. Earn $5 on every 500 points, which you can spend in any DFS store worldwide. Starting with Jade, benefits grow as you reach new tiers, and everything from previous tiers remain available as you progress. Experiential offerings, like the exclusive Masters of Wine and Spirits event, make LOYAL T stand high above the rest among other member programs.
