Luryx Uruguay & Brazil officially opened the new 2,700sqm two-level Luryx Duty Free store in Foz do Iguaçu, Brazil at a gala inauguration on March 11.
Danny Yahoros, president of Luryx’ parent company, Top Brands Internacional, and Joaquim e Silva, the Mayor of Foz do Iguaçu, cut the ribbon at the official opening.
Marcelo Montico, CEO of Luryx Uruguay & Brazil, Montico, in an exclusive interview tells TMI that the company is “more than delighted” with the new store, which had a soft opening in January.
“Our Luryx Foz shoppers now have access to 100% of our product portfolio in the store. The Top Brands team designed the store to encourage shoppers to dwell and browse and the initial response from visitors is that we seem to have got it right – we feel the layout is very well balanced so customers can easily find the categories they are looking for,” says Montico.
The new store is located within the Dreams Park complex, one of the most important tourist attractions in the area after the Falls, which attracts more than one million people every year.
“The Dream Park management has an extremely exciting growth plan. Our job is to ensure that these visitors come into our store and see what we have to offer,” says Montico. “At the same time as we work to build traffic with our partners at Dream Park, we will be collaborating with local partners in the tourism industry to attract visitors to the complex and the store. The Dreams Park complex is all about entertainment – our goal is to offer shoppers entertainment and provide great retail opportunities at the same time.”
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An entertaining, differentiated experience
Montico notes that the Triple Frontier offers a wide variety of highly successful retail options.
“The Luryx proposition is to offer something different – more than a simple shopping transaction, it is a whole shopping experience,” he explains.
“Our proposition is the heart of our unique differentiation. We invite shoppers to take part in a journey that captivates through unexpected moments, immersive environmental technology, and a thoughtfully chosen selection of international brands rarely found elsewhere, some of which are only available here in our store.”
While value and savings remain an integral part of the duty free business, they are not the primary draw for Luryx visitors, says Montico.
“Purchases emerge naturally as a byproduct of the exceptional overall experience we deliver to our guests. Our proposition centers on retail space thoughtfully distributed across two levels. From the start, we envisioned the store blending seamlessly with Foz do Iguaçu’s natural surroundings. This integration transforms the shopping experience into a seamless extension of recreational tourism, with the core goal of making visitors feel that Luryx Foz is truly an extension of the Falls.”
Montico reveals that a key objective of Luryx Foz is to provide an airport-calibre luxury offer in a land border duty free environment.
Innovative beauty
The entrance level features an impressive sales floor with an 8-meter high ceiling, enhanced by large LED screens displaying live footage of the main waterfalls. Soft, natural tones blend with abundant greenery and vegetation, while the product mix is carefully curated to drive a higher average purchase value. This level highlights an outstanding beauty assortment, blending the core brands from this leading category with a strong emphasis on innovation.
“We feel we have made an excellent selection of brands, and they are very well presented and displayed. We know that shoppers want to see innovative ideas and concepts and our dedicated wellness and beauty offer reflects shifting consumer interest in lifestyle-led categories alongside traditional duty free staples,” he says.
Accessories, eyewear, watches, jewelry, destination products, travel gear, hair care, a dedicated Korean cosmetics area, as well as leading clothing and sporting goods brands complete the selection of products available on this level.
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Whiskey, wine and tasting opportunities
The lower level features popular and unusual whiskies and wines,
“Shoppers can access the lower level of the store via elevator or escalator. This floor features an extensive whisky selection with a special focus on exclusive single malts, increasingly popular with Brazilian travelers. This level also includes a carefully selected range of regional and international wines, and beers. At the heart of this level is a tasting area, with an open bar, where customers can sample new product launches in a truly immersive setting. Tasting opportunities give our customers the opportunity to look at products they have not tried before.”
Montico explains that a three-meter-high LED screen enhances the whole tasting experience.
“The screen can be synchronized with the content on the upper floor or operate independently to highlight visuals illustrating the production processes of selected spirits,” he says. “Our experience tells us that whisky shoppers like to hear about the background and the history of their favorite brands.”
The lower level also offers a wide range of food, confectionery, toys, and technology products.
“Guided by our overall objectives, we feel we have built a luxurious yet approachable and welcoming space. It features furnishings and layouts suited to leisure tourists, alongside exclusive brands typically found in airport retail settings. We are convinced that duty free shoppers and tourists in Foz do Iguaçu will be delighted with the result,” Montico concludes.
John Gallagher
