What: After such success of its pop-up concept store, Gate Zero, Highsnobiety has signed a joint venture deal with travel retail giant Gebr Heinemann with the goal of opening permanent stores at airports.

Why is it important: The store, currently being tested via a pop-up in the Zurich airport, carries products from over 15 luxury fashion brands not usually seen in duty-free shops, which are typically a mix of big brand-heavy beauty, handbags, and fragrances.

The business will be largely concessions-based with a mix of wholesale for smaller labels.

The rethink on travel retail comes as the channel struggles to return to pre-Covid levels with big spenders like Chinese tourists and business travelers still limited. To thrive in the coming decade, brands and retailers need to change not only how they sell but what they sell.

Highsnobiety and Heinemann’s goal is to scale the Gate Zero business internationally, starting with a first retail permanent space in Copenhagen’s Kastrup International Airport on 13 May.

Highsnobiety’s strengths lie in curation and merchandising, apparent in Zurich’s store retail success, noting that bestsellers include sneaker collaborations such as Comme des Garçons and Converse, Acne Studios scarves and beanies, and Byredo and Aesop beauty products.

Highsnobiety has also produced souvenirs like hoodies, T-shirts, caps and tote bags designed specifically for the Zurich airport.

Gate Zero bringing trendy brands to airport malls