By  on September 9, 2013

HONOLULU — The DFS Group has a new brand identity for its downtown locations that the travel retailer believes is on par with its luxury positioning.

On Saturday in Honolulu, the city where the first DFS shop outside an airport was opened 40 years ago, LVMH Moët Hennessy Louis Vuitton-owned DFS Group revealed those downtown locations that have been under the DFS Galleria nameplate will be now called T Galleria by DFS. With the T standing for “traveler,” the moniker is part of a marketing effort by Philippe Schaus, who became chairman and chief executive officer of the DFS Group in 2012. The goal is to put a spotlight on travel retail, and DFS in particular, as a powerful force in the business of global luxury, especially as Chinese tourists travel abroad in greater numbers.

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