Dubai: Abu Dhabi Airports Company (ADAC) on Tuesday said it had launched a new brand concept: Shop-Dine-Unwind.
"Having changed from a direct operator to a landlord for its duty free operations, the relevance of the existing Abu Dhabi Duty Free (ADDF) brand was brought into question," a spokesman for ADAC said.
"With the change in strategy came the innovation to revise the retail division's approach and a travel-retail concept and brand that could be transferred beyond the physical borders of the emirate."
ADAC Chief Commercial Officer Huraiz Bin Huraiz, said: "While we all appreciate the achievements and equity that was built up with the Abu Dhabi Duty Free brand, the new business model has transformed significantly over the past 18 months and it was not a suitable brand we could grow and use outside of Abu Dhabi".
"The Shop-Dine-Unwind brand, which will be managed by ADAC's Commercial Division, not only highlights the change in our business model from owner-operator to landlord, it is also easily transferable — outside of Abu Dhabi — and will eventually enable us to highlight the quality of a travel-retail offer within ADAC managed airports internationally," Bin Huraiz said.
ADAC currently manages five airports in the emirate of Abu Dhabi.
