Lagardère Services Chairman & CEO Dag Rasmussen announced the change this week at an internal meeting of 150 managers from the 30 countries in which the company operates.
All group companies will be renamed by the end of the year.
In his speech Rasmussen said the new name aims at serving the group’s ambition in its quest for growth and excellence and conveys its strategic position in travel retail as well as its belonging to Lagardère group.
Distinct from the group’s ‘B2C’ brands (such as Relay, and Aelia Duty Free), Lagardère Travel Retail offers a unique ‘B2C4B’ approach, the company said, “aiming at satisfying each and every traveller along his journey and guaranteeing the highest quality standards on its three businesses, hence maximising value creation for landlords and brands.”
The brand signature expresses this promise with the tagline ‘Experience new horizons, every day’.
“Relying on the diversity of the group as well as its values of innovation and operational excellence, Lagardère Travel Retail creates special moments for each and every traveler, like bubbles of well-being, like journeys inside the journey,” the company said.