Hudson extends retail contract at Birmingham-Shuttlesworth International Airport –

Contract extension allows Hudson to operate in Birmingham through 2029 and convert existing stores into new concepts inspired by the Alabama community

EAST RUTHERFORD, NJ–(BUSINESS WIRE)–Hudson, a Dufry company and a leader in travel experience with more than 1,000 stores in airports, commuter hubs, landmarks and tourist destinations across North America, today revealed its portfolio reinvented retailer at Birmingham-Shuttlesworth International Airport (BHM).

As part of a 7-year contract extension, Hudson transformed four of its existing retail spaces at BHM into local themed stores and introduced a new specialty branded automated retail unit. With a footprint of more than 5,000 square feet, these new concepts honor Alabama’s culture and important place in American history while creating a uniquely positioned brand experience for the airport and its more than 2.5 million annual travelers. .

Travelers will find an “extension of home” atmosphere, service delivered with southern hospitality, and a variety of Alabama-made products throughout Hudson’s retail offerings, a testament to Hudson’s deep knowledge and strong connection to the local market after more than 19 years of operation. at BHM. This also includes a long-standing partnership with local Airport Concessions Disadvantaged Business Enterprises (ACDBE) partner, Irmatean Watson, Inc.

“We are delighted to expand our long-term relationship with the Birmingham Airport Authority with the opening of The Civil Rights Trail Market and other new locally selected stores that truly celebrate the culture of this legendary city, while driving excellence in the airport experience. traveler”. said Brian Quinn, executive vice president and deputy chief executive officer of Hudson.

“We are committed to giving visitors more of what they want and need as they pass through this airport,” said Airport President and CEO Ron Mathieu. “Our partnership with Hudson has helped achieve our goal of creating an airport experience that looks and feels like Birmingham,” said Mathieu.

“The civil rights movement was one of the most significant parts of American history that took place in the 1950s and 1960s. As travelers prepare to take off on their flight from Birmingham, they have the opportunity to experience the line of time and the captivating images on the wall of Terminal C and learn how what happened here in Birmingham changed the world. Thanks to the incredible efforts of the Hudson team, we are now able to share our rich civil rights history with travelers from near and far. If we don’t tell our own story, someone else will,” said Lee Sentell, Alabama’s director of tourism and author of The Official US Civil Rights Trail Book.

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Hudson officially opened the new stores during a ribbon-cutting celebration on Wednesday, August 24 with Birmingham Mayor Randall Woodfin; Lee Sentell; Photographer for The Official US Civil Rights Trail Book Art Meripol; and other prominent community leaders present.

The new stores are located in Concourses A and C, and the automated retail unit is attached to Hudson’s other travel convenience store, Hudson Vulcan. Several stores offer self-checkout lanes.

Hudson Civil Rights Trail Market: In a one-of-a-kind concept, this travel convenience store pays homage to the historic civil rights movement and the US Civil Rights Trail through a partnership with Lee Sentell, author of The Official US Civil Rights Trail: What Happened Here Changed the World, the showcase sports an official timeline and powerful imagery from national and local civil rights movements. Copies of the book are available for purchase, as well as Civil Rights Trail-branded merchandise that honors Birmingham’s leadership role in the movement and presence along the Trail.

Hudson Magic City Market: Birmingham’s nickname, “The Magic City,” serves as the inspiration for this locally named travel convenience store. The store’s exterior showcases a colorful mural of music and dance found in the city’s theater district, while the merchandise selection features local offerings ranging from “The Magic City” brand apparel to merchandise Birmingham-produced foodstuffs such as Dreamland Bar-BQ sauce and Pilleteri’s Seasonings, as well as travel essentials and electronics from Apple, Bose, Brookstone and other leading brands.

Hudson’s Sweet Home Alabama: Named after the famous song and movie, Hudson’s Sweet Home Alabama celebrates the best of the state of Alabama. As a local-themed travel convenience store, Sweet Home Alabama by Hudson has deals in the Media, Essentials and Market categories in addition to Destinations, providing a distinctive Birmingham shopping experience with Sweet Home Alabama products. Renowned for its food, with seven James Beard Award-winning Birmingham restaurants, travelers can also find local produce and cookbooks by celebrity chefs Chris Hastings, Frank Stitt and more.

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Alabama Sports Connection: With a nod to the state’s strong collegiate sportsmanship, Alabama Sports Connection is the ultimate sports fan experience. This specialty retail concept offers sports memorabilia and apparel, with a large selection of name-brand merchandise from surrounding colleges including Miles College, Samford University and UAB: The University of Alabama at Birmingham.

Automated Retail: Redefining the traditional retail experience, Automated Retail is a 24/7 specialty retail brand destination designed specifically for the local market. Automated retail at BHM features Happy Socks accessories and furry friends wearing University of Alabama apparel in a Build-A-Bear Workshop® automated furry machine.

About Hudson

Hudson, a Dufry company, is a travel experiences company that turns the world of travel into a world of opportunity by being the traveler’s best friend in more than 1,000 stores in airports, commuter centers, landmarks and places tourist. Our team members care about travelers like friends at our travel convenience destinations, specialty stores, duty free, and food and beverage. At the intersection of travel and retail, we partner with owners and suppliers, taking innovative business approaches to deliver exceptional value. To learn more about how we can make your location a travel destination, visit us at or follow our tour on LinkedIn and Instagram.

About Birmingham-Shuttlesworth International Airport

As Alabama’s largest commercial airport, Birmingham-Shuttlesworth International Airport has served as a gateway to heaven for 90 years. Governed by the Birmingham Airport Authority, the airport continues to be a catalyst for economic growth and development throughout the region. For more information visit or follow BHM on Facebook, TwitterInstagram and LinkedIn.


Hudson Media Contact
Cindy Buckwalter

VP of Corporate Communications

[email protected]

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