Hudson unveils new branding, store design

Hudson, over the past two weeks, unveiled its new branding and a revamped and innovative store design concept for 2020 that the company says positions it for future growth, while enhancing the airport experience for today’s consumers.

The next generation Hudson stores will feature digital displays that allow for localized consumer content and a flexible store model with interchangeable modular walls enabling stores to be customized for the local market.

Hudson’s next generation store concept will also include self-checkout stations to create quick transactions for travelers.

“Our mission is to reflect the changes in the travel industry that passengers have come to expect,” said Brian Quinn, EVP and Chief Operating Officer.

“Our refreshed design concept will grab customers at the door and draw them all the way into the back of the store – giving us the opportunity to customize each store to make it more enticing to travelers and profitable for our travel-hub partners.”

The new look will launch in key markets starting in early 2020 as part of a phased opening, says Hudson.

The company will also introduce its new consumer-facing mobile application in mid-2020.

The “Hudson Blue” app connects travelers with their Hudson store from their mobile device, allowing them to gather information on products and promotions at any time.

Staying true to its purpose of being the Traveler’s Best Friend, Hudson’s consumer application will also provide features to ease the stress of travel outside their stores.   


New brand identity for Hudson

Hudson revealed a new corporate logo and brand identity at the end of November. The company says that the new branding reflects how Hudson has kept travelers top-of-mind for more than 30 years by evolving with their needs.

Hudson’s evolution from a few newsstands in LaGuardia Airport to an all-encompassing North American travel experience leader owned by travel retail giant Dufry now operates more  than 1,000 stores in airports, commuter hubs, landmarks and tourist destinations and has a growing international presence.

The design of the new logo represents the four cornerstones of the business as windows, which, together, form an iconic letter “H.” The new logo was created by global brand-strategy firm Siegel+Gale which was engaged by Hudson to develop a clear brand strategy, voice and visual identity that express Hudson’s journey from travel retail pioneers to travel experience leaders.