March 13th, 2024

A new brand communication to celebrate Relay’s successful journey, its milestones and further responsible practices

2023 has proven to be an extraordinary year for Relay, the one-stop-shop destination developed by Lagardère Travel Retail. With its redefined brand signature, "Relay what moves you", Relay reaffirms its commitment to providing travelers with more than just products to transform travel into enjoyable and personal experiences.

Solidifying its position as the pinnacle of Travel Essentials brands, Relay caters to both daily commutes or long-haul adventures, seamlessly adapts to the challenges of fast-paced travel and ever-changing consumer demands. In 2023, Relay proudly celebrated the renewal of two significant partnerships in France with Group ADP (where Relay’s agility was clearly demonstrated by an increase of SPP throughout the years) and SNCF, playing a pivotal role in shaping Relay's global success story. Additionally, the brand expanded in Austria at Vienna airport, in KSA at Medinah Airport, and in India, through our franchise partner, TRS, not only broadening the brand's footprint in the region but also reinforcing its core values through engaging activations such as regular author signings and events. Looking forward, exciting new openings are on the horizon in Peru, representing Relay’s inaugural entry into South America.

Originating in 1852 as Bibliothèque de Gare in Paris, Relay has evolved into the globally renowned brand, standing as a steadfast companion to travelers in airports and train stations. With a presence in over 28 countries and 1,000 stores, Relay offers an extensive range of products, including food-to-go, tech, hygiene and beauty products, apparel, and more. The brand remains true to its roots of proximity and customer-centricity, achieving an impressive 97% satisfaction rate among international customers in February 2022, with over 80% being frequent customers and over 85% remaining loyal to the brand for over five years. To further strengthen the brand, Lagardère Travel Retail has introduced a new signature for Relay - ‘Relay what moves you’ as well as a new brand video.

As Relay continues to evolve, it remains a symbol of reliability and excellence, providing travelers not just with products but a shopping experience that transcends borders and generations. Relay is not just about convenience; it's about advanced convenience, and that is what moves our business forward. Additionally, Relay has been actively reducing its environmental footprint, contributing to more responsible consumption in Travel Retail. Initiatives include energy consumption reduction, product offering enhancements, plastic minimization and solutions to address food waste.

A Relay laboratory store, set to open at Paris-Charles de Gaulle airport, will further test innovative products and disrupt conventional offerings to meet the needs of more eco-conscious consumers.

Nathalie Simon, EVP Travel Essentials, commented: "Relay is a globally recognized brand for travelers worldwide, and for many marking the beginning of their journey. We aspire to transform Relay stores from a location to a brand known for its advanced convenience spirit. Our commitment to sustainability is reflected in our actions, ensuring travelers have access to the best essentials while embracing a future of more responsible consumption."