DFS Launches T Galleria Nameplate

The DFS Group Ltd. has unveiled T Galleria by DFS, a new store brand for its non-airport retail locations.

The launch occurred in Hawaii, at a Waikiki location that was where DFS opened its first “downtown” store 40 years ago. It’s still the only such store in the United States.

The 14 DFS non-airport stores around the world had previously been called DFS Galleria.

“The name T Galleria pays homage to our core business – serving travelers,” said DFS Group chairman and ceo Philippe Schaus. “Our new T Galleria logo is simple, accessible and pronounceable to all. It is inspired by the notion of flight and movement, resembling the wings of a modern aircraft.”

The goal, reported Women’s Wear Daily, 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.

“The stores have been upgraded, and we felt that the name DFS Galleria did not reflect that upgrading,” said Schaus. “It was necessary to name it for what we have become, a luxury shopping destination.”

It is the result of a two-year branding exercise conducted by Schaus and Sibylle Scherer, DFS Group’s president of consumer marketing and branding.