DFS Group, the world’s leading luxury duty-free retail company, introduced its new T Galleria by DFS brand, described as “the ultimate evolution in its downtown retail business dedicated to travelers,” in Hawaii, home to one of its first downtown stores. Majority owned by LVMH Moët Hennessy Louis Vuitton, the retailer expects to roll out its new brand identity and elevated design to its existing non-airport Galleria locations over the next 18 months.

“DFS is proud to launch its revamped brand identity in Waikiki, where we opened a downtown store over 40 years ago. The name T Galleria pays homage to our core business — serving travelers. Our new T Galleria logo is simple, accessible and pronounceable to all. It is inspired by the notion of flight and movement, resembling the wings of a modern aircraft,” said Philippe Schaus, CEO, DFS Group.

Established in Hong Kong in 1960 to cater to travelers seeking the world’s best curated selection of luxury products wherever they go, DFS offers more than 700 brands through 420 locations on three continents. The company currently operates duty-free stores in 18 major global airports, 14 downtown Galleria stores and affiliate and resort locations across Asia, Australasia and the United States.

Described by Schaus as “the cherry on the cake,” the rebranding of its downtown locations is the culmination of DFS Group’s recent investments over the past few years in major store upgrades. The company’s Galleria locations offer new design elements and experiences, including beauty concierge services, luxurious members’ lounges and exhibitions of the most rare, exclusive and limited editions from leading brands around the world. Each store features destination-themed products as well as the world’s most desired brands across four pillars of luxury shopping: beauty and fragrances, fashion and accessories, watches and jewelry, and wine and spirits.

“We are really on par with the best luxury department stores in the world,” said Schaus.

Located in downtown Waikiki, T Galleria Hawaii by DFS features more than 140 brands spread across 210,000 square feet of luxurious retail space. Customers are served by more than 470 multilingual sales associates trained across all categories and brands. T Galleria will continue to offer the DFS 100 percent Worldwide Guarantee: Once travelers return home, DFS will exchange, repair or accept the return of all purchased merchandise.

“DFS was born out of a curiosity for the world, a passion for discovery and adventure, and a regard for luxury and quality. We hope to inspire travelers everywhere to enhance their journey with the world’s finest, expertly curated selection of exceptional products and unparalleled service,” said Schaus. “Our luxury traveling customers are at the heart of our business and are now reflected in the brand of our downtown stores: ‘T’ is for traveler.”

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