Private airport retail operator Executive Retail Shops has introduced a shop concept to fit any size and space as it continues expanding to new locations throughout the region in the Americas.
After opening two new store locations with the Sheltair Aviation FBO at Fort Lauderdale – Hollywood International Airport (FLL) last September, including its 693 square foot flagship store featuring top-shelf spirits and fragrances, James Mullaney, Executive Retail Shops president, tells TMI that the fast-growing company has ambitions to open new stores throughout the United States, the Caribbean, and Latin America.
Today, Executive Retail Shops has reached more than 20 points of distribution, with more stores in the pipeline, says Mullaney. The company is very flexible in its store approach.
“We have three concepts. We have the full store concept; Sheltair in FFL which opened last year, was the first full store. Then we have valises, which are appropriate where there’s a big open space. Embassair uses the valises concept to great effect,” he says. “And we just came out with a modular concept for the FBOs that have some space, but don’t want to do a full build out, which could entail ripping down walls and moving sprinklers. The modular units resemble the valise but are built to suit the space. For example, the modular concept is going in as a second store in Fort Lauderdale. It enables us to be very nimble.”
The new store in Fort Lauderdale will be open within the next month or two, says Mullaney.
Executive Retail Shops has several other new stores opening, as well.
“We’re growing so fast. We’re opening up a second store in Sheltair. We have another being built right now in Sarasota, where international flights are going to Mexican destinations. We are looking an airport in Aspen, which flies to a number of Mexican tourist destinations, such as Cancun and Cabo,” he says.
“We also have prospects with private airports in Boca Raton, Tamiami, and West Palm, and we’re talking to Standard Aviation in St. Thomas. From there we’re looking to move into St. Martin and St. Barth,” he confirms.
Executive Retail Shops is also looking to expand into Latin America. Last year the company hired Matias Labit, most recently with Bacardi, as director of its Latin American operations, based in Buenos Aires.
“Latin America is a new frontier,” says Mullaney. “In addition to Matias in Argentina, we added a couple of hires in Uruguay and Panama. Latin America is challenging. Every country has its idiosyncrasies as far as what you can and can’t do. We’re just starting there, but we are working on Brazil, Argentina, and Venezuela, among others, as locations for Executive Retail Shops. We are planning to supply upper Latin America from our Miami operations. We also have an operating company in Uruguay for distribution for the Southern Cone.”
The time is right for Executive Retail Shops’ expansion into new locations, says Mullaney.
“The FBOs realize that their customers want extra, added services. And we’re really taking advantage of that. The FBOs are upgrading. Sheltair put in a café and is going through a complete transformation. W Aviation did the same thing,” he says.
While the FBOs do cater to people who own their own jets, Executive Retail Shops is also targeting high-net-worth individuals who might normally fly first class.
“We are trying to bring this exclusive feeling to the private airports. We’re catering to those high-net-worth individuals. But more and more we are catering to upper middle-class passengers who normally fly first class. It’s not all private jet owners,” says Mullaney.
Executive Retail Shops is adding new categories and products to meet the demands of their exclusive clientele, with tobacco and fragrance leading the way in sales.
“We are working on connecting these brands with these high-net-worth individuals. The offer can range from exclusive spirits to fine jewelry. We are also upgrading our website and investing in the company.”
A key part of the Executive Retail Shops offer is its ‘Click and Collect’ service.
“We are opening in private airports to cater to exclusive clients with exclusive products. We are giving them the white glove experience, delivering that luxury travel experience and service directly to your plane,” says Mullaney.
