Fashion-conscious holidaymakers wouldn’t be seen dead with ordinary luggage. That’s the theory behind a new store at Luton Airport.
The Yellow Line, a new concept store, has opened at the airport – a joint venture from luggage retail brand Rolling Luggage and the VF Group.
The store is aimed at discerning travellers looking for robust yet stylish luggage.
Inspiration for the store’s logo, in-store navigation and branding is taken from the airport, with the use of aeroplane steps and luggage trolley displays.
Rupert Lawrie, commercial director of Luton Airport, said it is part of a major upgrade of retail and catering at the transport hub.
He said: “The opening of The Yellow Line concept store at London Luton, as well as being a world first, is a significant step along our path to a major upgrade of the retail and catering mix at London Luton. The addition of such exciting brands, such as North Face and Napapijri, will have great appeal to our discerning passengers.”