Dufry firm Hudson and The House of LR&C have opened a store at DEN offering Russell Wilson’s Good Man Brand fashion line.
Hudson, a Dufry group travel experience specialist with more than 1,000 stores in airports, commuter hubs, landmarks, and tourist destinations across North America, has teamed up with The House of LR&C, the fashion house of Super Bowl champion Russell Wilson and Grammy winning singer-songwriter Ciara, unveiling their first airport retail store in Denver International Airport (DEN).
Travellers passing through DEN can experience the innovative and sustainable approach to retail that The House of LR&C delivers. Located in Concourse C, the 500 sq ft store is designed to make shopping for sustainable fashion easier, more experiential, and better for the planet and its people.
Responsibly made products
“More than ever, we’re hearing from our travellers that they are looking for products that are ethically and responsibly made. As a hallmark of sustainable fashion, The House of LR&C is the ideal partner to meet that demand and show how our ESG [environmental, social, governance] commitments under our Destination 2027 strategy touch every part of our business,” said Brian Quinn, executive vice president and deputy CEO of Hudson.
Hudson and The House of LR&C worked hand-in-hand to curate a collection of menswear for the new DEN store. Travellers will be introduced to Good Man Brand, the contemporary- line co-founded by Russell Wilson. The store’s assortment features some of the brand’s best-selling shirts, pants, joggers, and footwear collection, including Italian-made leather sneakers. In addition to the core offering, seasonal styles are offered in organic cotton and light merino wool – just in time for summer. Each product is made with preferred materials as defined by the Textile Exchange (a non-profit that guides brands towards more purposeful production), displayed on recycled paper fibreboard hangers, and has no unnecessary tags or labels.
It’s a big win to have The House of LR&C’s Good Man Brand at DEN
Interactive elements
The new store also features interactive elements such as Flowcodes, allowing digital exploration and a unique omni-channel experience. By scanning the Flowcodes with their cellphones, travellers can learn more about the product and its materials, browse additional styles and colours, and unlock exclusive content. With the support of Flowcodes, Hudson team members working in the store can serve as brand ambassadors and stylists, creating an even more personalised experience for travellers.
“It’s a big win to have The House of LR&C’s Good Man Brand at DEN,” said DEN CEO Phil Washington. “Bringing The House of LR&C DEN to passengers aligns with Vision 100, our plan to reach 100 million annual future passengers, by enhancing the customer experience. As one of the busiest airports in the world, its important passengers have sustainable shopping options, and the House of LR&C provides that and so much more.”
There are also plans for Hudson to introduce The House of LR&C to additional airports across the US and Canada, with new locations in development that will feature both Good Man Brand and LITA by Ciara, the women’s line.
Image: Hudson
