Key Takeaways
• Today Duty Free opens June 30, 2025, at Schiphol’s Lounge 1, covering 1,500 square meters.
• Lagardère Travel Retail and Schiphol Group jointly operate nearly 30 unified stores since May 1, 2025.
• Schiphol plans to expand Today Duty Free to Lounges 2 and 3 by 2027 with enhanced services.
Amsterdam’s Schiphol Airport Unveils ‘Today Duty Free’: A New Era for Travelers and Brands
Schiphol Airport in Amsterdam has taken a bold step to transform the travel retail experience with the launch of its new flagship store, Today Duty Free, in Lounge 1. Officially opening its doors on June 30, 2025, this store is now the largest at the airport, covering 1,500 square meters. The opening is not just about a new shop—it marks a major shift in how Schiphol Airport, in partnership with Lagardère Travel Retail, delivers shopping, service, and local flavor to millions of travelers each year.
Who, What, When, Where, and Why
Who: Schiphol Airport, Lagardère Travel Retail, and Schiphol Group
What: Launch of the Today Duty Free flagship store and a new retail concept
When: Official opening on June 30, 2025
Where: Lounge 1, Schiphol Airport, Amsterdam
Why: To modernize and improve the airport shopping experience, making it easier, more enjoyable, and more transparent for all passengers
This move comes after a major change in how duty-free shopping is managed at Schiphol Airport. As of May 1, 2025, a new joint venture between Lagardère Travel Retail (70%) and Schiphol Group (30%) took over all core duty-free operations. This partnership now runs nearly 30 stores across the airport, bringing together what used to be separate shops for perfumes, cosmetics, sunglasses, liquor, tobacco, and sweets into one unified, modern system.
A Fresh Shopping Experience: What’s New at Today Duty Free
The new Today Duty Free store in Lounge 1 is designed to make shopping easier, faster, and more enjoyable for everyone. Here’s what travelers can expect:
- Clear Zones: Products are grouped into easy-to-find sections, so you can quickly locate what you need—whether it’s perfume, chocolate, or sunglasses.
- Tasting Bar: Try samples of liquor and sweets before you buy, making shopping more interactive and fun.
- Self-Checkout: For those in a hurry, self-checkout stations let you pay quickly and get on your way.
- Personalized Service: With 350 trained staff, including beauty advisors and brand ambassadors, you can get expert help or advice on products.
- Transparent Pricing: All prices are clear and the same for everyone, no matter where you’re flying. This removes confusion about who qualifies for duty-free prices.
Sustainability and Local Dutch Identity
Schiphol Airport is also making sure its new retail concept is good for the planet and highlights the best of the Netherlands 🇳🇱. The store uses sustainable practices, like energy-saving lighting and eco-friendly materials. It also features Dutch brands and products, giving travelers a taste of local culture and supporting local businesses.
A Shift in Focus: From Low-Cost to Quality and Service
Arthur Reijnhart, Schiphol’s Chief Commercial Officer, says the airport is moving away from just offering the lowest prices. Instead, the focus is now on quality, service, and building an emotional connection with travelers. This means creating a shopping experience that feels special and memorable, not just cheap.
Why This Matters: The Bigger Picture
The launch of Today Duty Free is part of a much larger plan to upgrade Schiphol Airport’s retail and passenger experience. Here’s some background:
- In late 2024, Schiphol held a big competition to find a new retail partner. Lagardère Travel Retail won a ten-year contract to help modernize the airport’s shops.
- The new joint venture replaces the old operator, Schiphol Airport Retail (SAR), whose contract ended in April 2025. The outgoing partner, Gebr. Heinemann, was thanked for its ten years of service.
- The partnership also brings in Kappé, a Schiphol-owned retailer, making the whole operation smoother and more unified.
Lounge 1: Bigger, Better, and Ready for More Travelers
Lounge 1, where the new flagship store is located, has just been expanded from 19,000 to 24,000 square meters. This extra space means more room for shops, restaurants, and new experiences. The redevelopment includes 23 new shops and food spots, all aimed at serving the 34 million Schengen passengers who pass through each year.
What’s Next? More Upgrades on the Way
The new Lounge 1 store is just the beginning. Schiphol plans to roll out the Today Duty Free concept to Lounges 2 and 3 in 2026 and 2027. These upgrades will bring the same high standards and modern features to all main shopping areas at the airport.
Leadership and Ambitions: Doubling Down on Growth
Bruno Gouisset, now CEO of the joint venture and formerly Executive Vice President Merchant Duty Free Global at Lagardère, has big plans. He wants to double Schiphol’s duty-free business over the next ten years. This means bringing in more unique and trendy brands, especially in beauty and luxury, and making the airport a top shopping destination in Europe.
Both Gouisset and Reijnhart agree that having fewer, larger, and more immersive stores is the way forward. This approach replaces the old model of many small, scattered shops, making it easier for travelers to find what they want and enjoy the experience.
How Does This Affect Different Groups?
For Passengers:
– Easier Shopping: With clear zones and self-checkout, it’s simple to find and buy what you need.
– Better Service: Trained staff are ready to help, whether you want advice on a new perfume or need help at checkout.
– More Choices: A wider range of products, including local Dutch brands and global favorites.
– No Confusion: Transparent pricing means you don’t have to worry about whether you qualify for duty-free prices.
For Brands:
– Greater Visibility: The new format gives both big and small brands a chance to stand out.
– More Opportunities: Brands can run special promotions, set up their own mini-boutiques, and connect with travelers in new ways.
For Schiphol Airport:
– Stronger Reputation: The new retail approach helps Schiphol compete with other top European airports.
– Commercial Growth: By making shopping more appealing, the airport can boost sales and attract more travelers.
– Innovation: The partnership with Lagardère Travel Retail brings fresh ideas and global experience to Schiphol.
For Retail Partners:
– Operational Efficiency: Bringing together different shops under one system makes things run more smoothly.
– Access to High Passenger Volumes: Schiphol’s large number of travelers means more potential customers for retail partners.
Step-by-Step: What Passengers Experience at Today Duty Free
- Entering Lounge 1: After passing through security in Departures 1, travelers are welcomed by the bright, open layout of the new flagship store.
- Exploring the Store: Shoppers can easily find what they’re looking for, thanks to clear signs and product zones.
- Sampling Products: The tasting bar lets you try out new liquors or sweets before deciding what to buy.
- Getting Help: Beauty advisors and brand ambassadors are on hand to answer questions or offer tips.
- Checking Out: Choose between fast self-checkout stations or traditional checkouts if you need assistance.
- Enjoying Extras: Special beauty experiences and displays of local Dutch products add to the fun.
Looking Ahead: More Luxury and Wellness
Schiphol isn’t stopping with duty-free shopping. The airport is also adding new luxury and wellness options, like a Louis Vuitton store in Lounge 2 and Rituals’ Mind Oasis, a space for relaxation and self-care. These additions are part of Schiphol’s promise to give travelers a world-class experience from start to finish.
Setting a New Standard for Airport Shopping
Industry experts see the Schiphol-Lagardère partnership as a game-changer. The focus on larger, more engaging stores is expected to increase passenger interest and boost sales. By combining sustainability, local culture, and digital convenience, Schiphol is keeping up with global trends and meeting the changing needs of travelers.
As reported by VisaVerge.com, this approach not only benefits travelers and brands but also helps Schiphol Airport strengthen its position as a leader in European travel retail. The integration of Dutch identity and eco-friendly practices makes the airport stand out in a crowded market.
Why Is This Important for Immigration and International Travelers?
For many people, airports are the first and last impression they get of a country. A welcoming, easy-to-use, and enjoyable shopping experience can make a big difference, especially for those traveling internationally or moving to a new country. The new Today Duty Free concept at Schiphol Airport aims to make every traveler feel valued, whether they’re on a short trip or starting a new life abroad.
Travelers from outside the European Union often look for duty-free deals on items like perfume, liquor, and gifts. With the new transparent pricing policy, there’s no more guessing about who gets the best price—everyone pays the same, fair amount. This is especially helpful for immigrants, students, and business travelers who may not be familiar with local rules.
Official Resources for Travelers
For more information about shopping, services, and travel rules at Schiphol Airport, visit the official Schiphol Airport website. Here, you’ll find up-to-date details on store locations, opening hours, and airport facilities.
What Should Travelers Do Next?
- Plan Ahead: If you’re flying through Schiphol Airport, check out the new Today Duty Free store in Lounge 1. Look for special offers and local Dutch products.
- Ask for Help: Don’t hesitate to talk to the trained staff if you have questions about products, prices, or airport services.
- Stay Informed: Visit the Schiphol website before your trip to learn about any new shops, services, or travel updates.
- Enjoy the Experience: Take advantage of the tasting bar, beauty services, and other extras to make your journey more enjoyable.
Conclusion: A New Chapter for Schiphol and Its Travelers
The opening of Today Duty Free in Lounge 1 marks a turning point for Schiphol Airport and everyone who passes through its doors. By focusing on quality, service, and a sense of place, Schiphol is setting a new standard for airport shopping in Europe and beyond. Whether you’re a frequent flyer, a first-time visitor, or someone starting a new chapter in the Netherlands 🇳🇱, the new retail experience is designed to make your journey smoother, more enjoyable, and more memorable.
As Schiphol continues to roll out upgrades in Lounges 2 and 3, travelers can look forward to even more choices, better service, and a shopping experience that truly reflects the best of Dutch hospitality and innovation. The partnership with Lagardère Travel Retail is just the beginning of a new era—one where every traveler feels welcome, valued, and inspired.
For more on airport shopping, travel rules, and immigration tips, keep an eye on trusted sources like VisaVerge.com and official airport websites. Your next journey through Schiphol Airport might just be your best one yet.
Learn Today
Duty Free → Retail shops where travelers can purchase goods exempt from local taxes and duties.
Lagardère Travel Retail → A global travel retail company partnering with Schiphol to manage duty-free operations.
Self-Checkout → Automated stations allowing customers to scan and pay for products without cashier assistance.
Schiphol Group → The organization operating Amsterdam Schiphol Airport and involved in retail partnerships.
Transparent Pricing → Pricing policy where all customers pay the same price regardless of travel destination or eligibility.
This Article in a Nutshell
Schiphol’s Today Duty Free store opens June 2025, merging duty-free shops into one seamless, sustainable experience. It offers clear zones, tasting bars, and transparent pricing, enhancing traveler convenience while showcasing Dutch brands. Future expansion and luxury additions aim to double sales and transform Schiphol into a top European retail destination.
— By VisaVerge.com
