Securing contracts for three stores at Denmark’s Copenhagen Airport, with total contracts valued at more than € 35 million over 6.5 years, HMSHost International is seizing the opportunity to bring in two new and exciting brands for travellers. As of last week, the iconic Danish brand SMAG opened their first store in an airport, while emerging Nordic brand Copenhagen Coffee Lab will grow their position in Denmark with the addition of two stores at the airport in June, both positioning Copenhagen Airport as a place where travellers want to be.
Brand savant
Sourcing great local brands with travel appeal played a key part in the redevelopment of HMSHost’s offering, securing extensions for two stores and winning a contract for a new store, at Denmark’s Copenhagen Airport. Observing the growth and development of local Nordic brands since beginning Danish operations back in 2007, HMSHost readily identified brands holding potential for an airport setting.
Sytze van der Aa, HMSHost International’s Regional Managing Director Europe says: “We work with brands all over the world, from global household names through to our own bespoke concepts. What gets us really excited is translating local iconic brands into high traffic heroes; this delivers such a strong sense of place to our guests as they travel abroad or return home. We’re thrilled to be bringing SMAG and Copenhagen Coffee Lab to the Copenhagen Airport, as we continue to work together strengthening the food & beverage offering at the airport and creating places to be.”
Leading the pack
Danish brand SMAG has extended its presence to the high traffic environment, preserving its healthy downtown image while kicking up a gear for airport service. This is the first time the brand enters airports. Travellers can expect to see a healthy twist on fast food service, from their beef and quinoa meatball sandwich with beetroot hummus, feta, mushrooms and cabbage, and their salmon rye sandwich with pea puree, Chinese radish and cabbage, to their cherry tomato salad with nectarines, mozzarella, spinach and green pesto, just to name a few.
Local Copenhagen, Denmark-based coffee roastery, café and bakery chain, Copenhagen Coffee Lab, returns home, opening their first store in the city and land of their namesake. Popular all over Europe, the brand is set to delight travellers with breakfast ready cinnamon roll, satisfying sourdough sandwiches and divine brownies, amongst other delicious menu choices, present in two locations at the airport.
Michael Clausen, Copenhagen Airport’s Director Airport Sales says: “The strategic partnership with HMSHost is important to us at Copenhagen Airport, as we always strive to bring innovative offerings to our customers. We aim to meet the demands of our customers in the best way, and thus for us to be able to provide the highest level of healthy convenience food and beverages is key. We are happy to introduce SMAG and Copenhagen Coffee Lab, who are both local Danish signature brands that matches our Local Hero mindset.”
The extensions and new contract win expand the total footprint in Denmark to five stores, strengthening the partnership with Copenhagen Airport and boosting HMSHost International’s presence in the Nordics.
