Avolta AG, through its Hudson brand, has been awarded a 20-year duty-free contract at Seattle-Tacoma International Airport (SEA). The agreement, developed in partnership with local small businesses, covers more than 2,800 square meters of new travel retail space across three concourses: A, N, and S. This expansion builds on Avolta's existing presence at SEA, where it already operates in both travel retail and food and beverage, and signals a significant commitment to the airport's long-term retail evolution.
The new duty-free stores are designed to reflect the culture and character of Seattle and Washington State. Travelers will find an international duty-free assortment alongside locally sourced foods and gifts, Washington State spirits, dedicated tasting experiences, and an exclusive ‘Exploring Seattle’ retail range created specifically for SEA. The offer will also feature live performances by Seattle artists, local product tastings, and installations inspired by the city's iconic glass artist, aiming to immerse travelers in the sights, sounds, and flavors of the region before they depart.
Steve Johnson, President & CEO, North America, Avolta, said, “This new duty-free offer, coupled with Hudson’s emphasis on immersive experiences and digital engagement, will transform the travel experience at SEA. We are proud and excited to grow our long-time partnership with the Port of Seattle to help usher in the next phase of SEA’s evolution and make the journey as exciting as the destination for the millions of travelers from around the world who visit the airport every year.”
Port of Seattle Commissioner Sam Cho added, “Duty-free shops are a hallmark of major international airports, and this expansion enables SEA to meet growing demand through innovative use of space and technology that elevates the overall traveler experience. This contract also builds in meaningful opportunities for women, minority, and small-owned businesses to continue thriving at SEA, reinforcing our long-standing commitment to supporting and uplifting local entrepreneurs.”
The 20-year term provides Avolta with a stable, long-term platform to invest in and innovate at one of the Pacific Northwest's busiest international gateways. It also deepens the company's relationship with the Port of Seattle and reinforces its strategy of creating retail experiences tailored to each location. For SEA, the contract supports the airport's efforts to modernize and expand its commercial offerings as passenger volumes grow. For local businesses, the partnership model opens doors to participation in a high-traffic international retail environment, aligning with the Port's goals of economic inclusion and community benefit.
This announcement matters because it demonstrates how airports and retailers are increasingly using long-term contracts to deliver differentiated, sense-of-place experiences rather than generic shopping. By weaving local products, artists, and entrepreneurs into the duty-free offer, Avolta and the Port of Seattle are positioning SEA as a destination in its own right, not just a transit point. The deal also highlights the growing role of small and diverse businesses in major airport concessions, a trend that could influence how other airports structure future retail contracts. For travelers, the result will be a more engaging and regionally authentic airport experience, with the potential to boost satisfaction and spending. The full release is available via www.newmediawire.com.
