emiratesRED

Emirates reinvents its inflight retail offering with EmiratesRED

Emirates has revamped its inflight offering by launching EmiratesRED, a new collection that offers customers onboard a wide selection of duty-free and tax-free products.

It also offers customers the ability to purchase unique experiences in Dubai and beyond, as well as products from Emirates Official Store.

The airline has seen a 23% increase in sales since its launch a month ago.

The airline has also introduced a dedicated shopping channel on its inflight entertainment system, ice, called EmiratesRED TV. The shopping channel, hosted by Andi Peters, introduces some of the experts behind the products available to purchase on board. This includes interviews with Roja Dove, founder and creator of Roja Parfums; Julien Levy, co-founder of Dr. Levy Switzerland; and David Crisp, CEO of Boadicea the Victorious.

The EmiratesRED catalogue – RED stands for Retail, Experiences & Dubai, launched on October 1, is packed with more than 150 products at attractive prices, and features some of the world's most desirable brands and the latest must-haves. The revamped catalogue also offers unique and hard-to-find products. This includes brands exclusive to Emirates airline, such as scents from Boadicea the Victorious and premium skincare brand Sea Buck Switzerland as well as British brands including Jo Malone cologne, and jewellery brands Buckley London and Tateossian.

The collection's new offering saw revenue in the first-month increase 23%, while average sales per customer rose by 10%. One of the most popular products sold on board are the Apple Airpods and it now offers Apple's newly launched Powerbeats Pro as well.

Customers can get exclusive deals to Dubai Parks & Resorts, which features three theme parks Bollywood Parks Dubai, MOTIONGATE Dubai, as well as the region's first LEGOLAND Park and LEGOLAND Water Park; IMG Worlds of Adventure in Dubai; Dubai Rugby 7s and the Emirates Aviation Experience in London. Onboard purchases continue to give customers benefits as an EmiratesRED receipt can be used to enjoy discounted rates at Le Clos, where onboard wines from the Emirates Vintage Collection can be purchased, or at select food & beverage outlets at Dubai International Airport.

The products currently available include global perfume launches from Carolina Herrera Bad Boy and Good Girl Glorious Gold, Yves Saint Laurent, Libre, Lancôme Idôle, Guerlain Mon Guerlain Intense and Dolce & Gabbana K.

Merchandise including aircraft models and playing cards from the Emirates official store can also be found onboard. In the lead up to Christmas, customers travelling from December 19-23 can enjoy a 20% discount when spending more than USD $200 on purchases from this collection.

For more information, visit www.emirates.com/dutyfree


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