Discovery US looks to boost brand further through airport stores

MUMBAI: Discovery US is looking to expand its brand presence further through airport stores.

For this purpose it has tied up with transportation retail specialist Hudson Group to open and operate Discovery Channel Airport Stores in airports across the US and Canada.

The partnership leverages Hudsons expertise as an airport retailer to build awareness for Discoverys brands and networks, and expands the reach of Discoverys award-winning product lines to millions of travellers who pass through North American airports every day.

Discovery Commerce president Frank Rosales says, Hudsons successful track record in airport retailing speaks for itself the company has been a driving force in changing the face of airport concessions. We are excited to partner with Hudson to help build on the success our retail business enjoyed in 2005, and give even more consumers access to our high-quality, award-winning products.

Hudson group executive VP and COO Joseph DiDomizio said, Discoverys programming themes have inspired a wide range of high-quality lifestyle merchandise. Their most successful lines, innovative products for kids, leading edge technology and gadgets, health and wellness products, and compelling content for home entertainment, resonate strongly with frequent travelers.

"Through their merchandise and brand-focussed presentation, the new airport stores will create a virtual Discovery experience and enable our customers to conveniently obtain items suggested by their favourite Discovery Channel programmes, says DiDomizio.

The Discovery Channel Stores merchandise selection is inspired by the programming genres found in the Discovery family of networks. The assortment is anchored by an award-winning line of Discovery-designed childrens products sold under the Discovery Kids, Ready Set Learn! and Discovery Grow Toys brands.

Adult-oriented merchandise is offered as well, including state-of-the-art consumer electronics, health and wellness products, cycling gear inspired by the Discovery Channel Pro Cycling Team, and an array of fan-focused merchandise from Monster Garage, Miami Ink and American Chopper.

With its vast library of compelling real-world content, Discovery is a leading provider of DVDs in core genres, including current series and network specials produced by Discovery Networks.

Discovery Channel Airport Stores will present a look and feel very similar to Discoverys mall-based stores, and will feature a merchandise assortment drawn from Discoverys existing product lines.

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