Austrian enamel jewellery specialist Frey Wille has opened two shop-in-shops in key airports as it seeks to further expand its presence in the duty free sector during 2010.

The new outlets have started trading at Cairo Airport Terminal 3 and at Kuala Lumpur International Airport.

“We have a nice presence at Cairo with our new shop-in-shop, and we want to see further development in Egyptian duty free,” Frey Wille Duty Free Director Wessam Elmona told The Moodie Report at the TFWA World Exhibition in October, where the brand’s new collections were on show.

The company is aiming to take advantage of the improvements being made to the generic retail space at Sharm-el-Sheikh Airport, and plans to begin trading at the Red Sea resort airport of Hurghada.

The brand is also pitching for a bigger space at Beirut Duty Free, where it has a small corner.

Talking generally about duty free expansion, Elmona explained: “We are developing very fast in the local market and we want to follow this up in duty free. Our plan for 2010 is further development in duty free, focusing on establishing a presence in Far Eastern duty free and South America.”

In Europe, Frey Wille is planning a selective duty free presence, because the brand is not yet strong in the European local market. The company is present in certain city centre shopping areas such as Paris, London, Barcelona, Milan, Berlin and Athens.

“This development comes hand in hand with the rapid development of the brand worldwide,” added Elmona. “Frey Wille’s focus is on its duty free business and its own flagship stores.”

A boutique in Madrid will start trading by the end of 2009, and there are plans for a Cannes shop next year, revealed Elmona.

Frey Wille Dubai

Frey Wille – Mall of the Emirates
P.O.Box: 71787
United Arab Emirates

+971 (4) 341-0011

For details, contact Gréta Sedon, International Business Development & Operation Manager, Frey Wille GmbH & Co KG, Gumpendorferstr. 81, 1060 Vienna, Austria, tel: +43 1 599 25 54, fax: +43 1 599 25 50, e-mail Visit