E! is in flight within the world of branded airport retailing at LAX.
The NBCUniversal service, working in conjunction with Hudson Group, has opened its first E! News store at Los Angeles International Airport. Located in Terminal 8, the 2,100-square-foot newsstand is one of the largest in the airport and will feature a variety of products, from snacks, beverages and travel supplies to exclusive E!-branded merchandise, including super soft tees, hoodies, baseball caps and reusable totes.
Financial terms were not disclosed.
As travelers browse the store, they can view entertainment and pop culture news direct from E! News on large plasma screens throughout the outlet.
The E! News Store is also stocked with travelers’ essentials, such as snacks, beverages, books, magazines, newspapers and a charging station. The interior of the store showcases images of iconic Southern California landmarks and destinations, as well as boulevards lined with palms, the Los Angeles skyline at dusk, and the beaches of Malibu.
“We’re thrilled to be working with premier travel retailer Hudson Group and its local partners to open our first E! News Store and engage travelers here at the epicenter of pop culture – Los Angeles,” said John Najarian, E!’s executive vice president and general manager of digital media and business development in a statement.“The E! News brand is a perfect fit for airports looking to create a fun, engaging shopping experience.”
Noted Joe DiDomizio, president and CEO of Hudson Group: “Our local partnership team, LAX Retail Magic 2 JV, believes strongly in the untapped retail potential of LAX. The E! News store marries the star power of E! to the operational excellence of Hudson News, North America’s top newsstand brand to create true retail magic – an exciting shopping experience worthy of LA, the entertainment capital of the world.”
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