Ruby Boutique is the latest store to join the changing shopping district of Auckland International Airport.
The brand opened its first flagship location on High St, Auckland in 2002 and now has nine stores around the country.
It is also available in Karen Walker’s The Department Store on Auckland’s North Shore and in selected boutiques in Australasia.
The airport store is its tenth bricks and mortar store.
Ruby managing director Christine Sharma was the driving force behind the project.
She says the opportunity to shop post-check in and tax-free should never be underestimated.
Ruby’s arrival at Auckland Airport follows other significant changes, as duty free retailers DFS and JR Duty Free have left and Aelia Duty Free and The Loop Duty Free have moved in.
Auckland Airport said the new duty free stores were chosen following an international tender process.
Richard Barker, Auckland Airport’s general manager retail and commercial, also alluded to the arrival of new stores in the future following the duty free retailers.
“In time, [Aelia and The Loop] will be complemented by a wide range of new stores once Auckland Airport completes the expansion of its international departure area in late-2017.”
Ruby Boutique will be located within the check-in to gate section, targeting travellers that are waiting for a flight with idle time on their hands.
It joins other shops such as Saben, Beach Culture, Sunglass Hut, Walker & Hall, Icebreaker and Kiehls.
Ruby’s arrival could be seen as a move towards more high end stores within the airport.
However, this is purely speculation at this point, so we will have to wait and see what additional shops join the fray.