Core Plus Duty Free (CPDF), which in 2024 completed its third year operating out of Florida’s Melbourne Orlando International Airport with record sales, is eyeing new horizons beyond Melbourne with potential duty free expansions, exciting new brand partnerships, and new concepts that could shake up the travel retail space.
Orlando Joint Venture
In its first venture outside of Melbourne, Core Plus Duty Free CEO/Founder Brittany Williams Leverett tells TMI that CPDF is part of a joint venture that won a concession to operate four travel retail stores in Orlando International Airport (MCO). CPDF is partnering with travel retailer NewsLink, Siboney Wine and Spirits Merchants, Transglobal Concessions LLC (experts in global concession management) and Newburns Management Group LLC (advocates for small and minority-owned businesses).
“The stores will offer some very exciting concepts and be located in pre- and post-security locations. The stores are expected to open in the first quarter 2026. We are very excited, because it’s a large ACDBE participation between all of us, and allows CPDF to venture into the travel retail world, and add that to our portfolio in addition to duty free,” said Williams Leverett, who noted that more ventures will be announced soon.
Melbourne: Back to back record sales years
CPDF’s operations in Melbourne just chalked up back-to-back years of more than a million dollars in sales – despite a sharp decrease in passenger numbers.
“Melbourne saw a 20,000 passenger decrease in international traffic due to a suspended cruise line partnership for several weeks, but we delivered back-to-back million-dollar sales years and saw a 15.6% jump in average transaction value. Customers are spending more, loving the experience, and coming back for more,” she said.
“We really have curated a great portfolio, like unique liquor products, and stopped selling items that didn’t work. We added new products that people were asking for. So just being nimble enough to make those changes, made a huge difference,” said Williams Leverett. “Our sales increase reflects our growing customers and enthusiasm.”
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Looking for a Duty Free niche
Meanwhile, Williams Leverett says that Core Plus Duty Free is looking to expand further into duty free by pursuing a very specific niche.
“My goal is to try to create offerings for smaller airports. For example, some airports I’ve been eyeing have flights to Mexico, but no other international destinations, and they don’t even realize duty free is an option. I want to present that opportunity to them.”
Brittany Williams Leverett and her duty free team will be attending the Summit of the Americas. She can be reached at brittany@lcgroupnc.com.
