Travel Retail and Duty Free Business Intelligence    Sunday 26 October 2014

Destination Merchandise

Nuance-Watson unveils new Amazing Grace store in Hong Kong; the first in a ‘wave’ of shop openings – 26/03/09

Published: 26/03/09

Source: ©The Moodie Report

By Martin Moodie

The 'Amazing Thailand Amazing Value' promotion celebrates the Thai New Year (Songkran) Water Festival
HONG KONG. Nuance-Watson (HK) today opened its first new store for 2009 – an ‘Amazing Grace’ Asian destination merchandise shop at Hong Kong International Airport (HKIA).

The store was inaugurated by the retailer together with Amazing Grace’s founder and Airport Authority Hong Kong. Nuance-Watson (HK) said the opening marked the beginning of a wave of new store openings that will continue until mid-2009.

The retailer described the new 70sq m store as “a treasure trove that guarantees constant discovery of Asia-wide uniqueness”. It is located at the expanded new space on Level 7 of East Hall in Terminal 1.

Nuance-Watson (HK) noted: “Since its debut at HKIA in 2003, Amazing Grace has become a ‘must-visit’ destination within the airport, where travellers can explore and possess unique ethnic arts and crafts souvenir items of faraway lands. With around 700 different SKUs sourced from 13 Asian countries, Amazing Grace is the only retailer at HKIA to boast such a versatile offer of Asian souvenirs under one roof.”

In its new concession, Amazing Grace is offering an expanded variety of Asian arts and crafts by introducing:

- A museum-like area exhibiting “exclusive, one-of-a-kind masterpieces”

- A new home décor area to enhance the store ambience

- Prominent presentation for an expanded children’s range

- A contemporary Asian apparel line

- Continuous new introductions from countries such as Turkey, Cambodia and India

- A prominent thematic promotion area in the shop front that offers constant newness through events and spectacular animation

Every purchase makes a difference to the well-being of school-children in rural China
Nuance-Watson (HK), Amazing Grace and Airport Authority Hong Kong executives celebrate the opening of the new store
In celebrating the opening of the new store, the first promotion embraces the theme of ‘Amazing Thailand Amazing Value’. The campaign celebrates Amazing Grace’s link with Thailand, a country that celebrates its Songkran (New Year) next month with its traditional Water Festival.

An expanded assortment of Thai souvenirs has been brought in for the promotion. The range includes wood carvings, Thai silk fashion accessories, incense gift sets, ethnic handicrafts and collectible items.

Amazing Grace has also teamed up with the China Schools Foundation (CSF), a Hong Kong-registered charity, in supporting charitable initiatives for school children in rural China.

CSF (www.chinaschoolsfoundation.org) activities include sponsorship of teaching materials, renovation of school buildings, subsidies for school lunch programmes, the provision of teacher training and curriculum enhancement.

In line with Nuance-Watson (HK)’s acclaimed ‘WE SUPPORT’ campaign, the company has publicised the charity heavily.

A giant poster outlining the CSF initiatives and a model of the popular Amazing Grace China Doll are displayed at the front of the store to draw customer interest.

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Nuance-Watson (HK) harnesses collective action to promote team spirit, retail spending and economic recovery – 20/02/09

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