Article: PICARD CELEBRATES THE 15TH ANNIVERSARY OF ITS AIRPORT STORE IN MUNICH
PICARD CELEBRATES THE 15TH ANNIVERSARY OF ITS AIRPORT STORE IN MUNICH
PICARD Lederwaren celebrated the 15th anniversary of its store at Munich Airport this year. Since the opening of the store in Terminal 2 in September 2009 and shortly afterwards in 2010 in the Munich Airport Center (T1), PICARD has established itself as the leading premium bag brand for international travelers. Airports play a strategically important role in promoting the global reach of the brand. This strategy underlines PICARD's new vision to position itself as an internationally sought-after and aesthetic premium bag brand, which was launched on August 20 as part of the Fall/Winter 2024 collection and new branding.
"Our presence at airports directly supports this vision. It enables us to reach international customers and solidify our position as a global premium brand," says Georg Picard, CEO of PICARD.
Successful choice of location for international reach
The decision to have a presence at major airports such as Munich, Frankfurt and Berlin was a consciously planned step 15 years ago to promote the brand's international reach. With three stores at Munich Airport, including two on the airside, and four more in Frankfurt am Main and Berlin, PICARD can appeal to travelers from different regions and countries. The store in the Munich Airport Center (T1) is the location with the highest turnover, particularly due to the high number of visitors and good accessibility for national passengers and weekend visitors.
The largest PICARD store is located in the satellite-terminal and covers 220 m². There, the brand offers the largest selection of “Handcrafted in Germany” products and appeals to European travelers (Schengen-area). The store in Terminal 2, on the other hand, is aimed at international passengers from non-Schengen-countries.
Challenges and adjustments
The changed travel structure following the pandemic - in particular the decline in business travelers and fewer passengers from Asia - poses new challenges for airport stores. Nevertheless, PICARD remains optimistic: “The recovery in passenger numbers in Germany is slower than at other European airports, but we continue to see great potential at our airport locations,” explains Carsten Stängle, Head of Retail at PICARD, and emphasizes: “Our strength is the cohesion of our employees.” In order to respond to these changes, the company has optimized its product range and specifically tailored it to the needs of new travelers.
The exclusive collection, which is only available in the airport stores and in the PICARD online store, has been particularly successful. “With these exclusive products and our tradition of craftsmanship, we ensure that our customers always find something unique,” says Stängle.
Future strategy and cooperation
PICARD plans to further intensify its cooperation with airports in the future. “Through sales and marketing campaigns, we will create additional visibility and offer an optimized shopping experience,” says Carsten Stängle. The continuous adaptation of the product range to the needs of international customers is of central importance, as is the new branding, which positions PICARD as an aesthetic premium brand for travelers worldwide.
The focus on craftsmanship, in particular the “Handcrafted in Germany” collection, remains a core element of the PICARD strategy. This is particularly emphasized in the large satellite store, where the brand's artisanal heritage is visibly celebrated.
"Our presence at airports directly supports this vision. It enables us to reach international customers and solidify our position as a global premium brand," says Georg Picard, CEO of PICARD.
Successful choice of location for international reach
The decision to have a presence at major airports such as Munich, Frankfurt and Berlin was a consciously planned step 15 years ago to promote the brand's international reach. With three stores at Munich Airport, including two on the airside, and four more in Frankfurt am Main and Berlin, PICARD can appeal to travelers from different regions and countries. The store in the Munich Airport Center (T1) is the location with the highest turnover, particularly due to the high number of visitors and good accessibility for national passengers and weekend visitors.
The largest PICARD store is located in the satellite-terminal and covers 220 m². There, the brand offers the largest selection of “Handcrafted in Germany” products and appeals to European travelers (Schengen-area). The store in Terminal 2, on the other hand, is aimed at international passengers from non-Schengen-countries.
Challenges and adjustments
The changed travel structure following the pandemic - in particular the decline in business travelers and fewer passengers from Asia - poses new challenges for airport stores. Nevertheless, PICARD remains optimistic: “The recovery in passenger numbers in Germany is slower than at other European airports, but we continue to see great potential at our airport locations,” explains Carsten Stängle, Head of Retail at PICARD, and emphasizes: “Our strength is the cohesion of our employees.” In order to respond to these changes, the company has optimized its product range and specifically tailored it to the needs of new travelers.
The exclusive collection, which is only available in the airport stores and in the PICARD online store, has been particularly successful. “With these exclusive products and our tradition of craftsmanship, we ensure that our customers always find something unique,” says Stängle.
Future strategy and cooperation
PICARD plans to further intensify its cooperation with airports in the future. “Through sales and marketing campaigns, we will create additional visibility and offer an optimized shopping experience,” says Carsten Stängle. The continuous adaptation of the product range to the needs of international customers is of central importance, as is the new branding, which positions PICARD as an aesthetic premium brand for travelers worldwide.
The focus on craftsmanship, in particular the “Handcrafted in Germany” collection, remains a core element of the PICARD strategy. This is particularly emphasized in the large satellite store, where the brand's artisanal heritage is visibly celebrated.