Avolta AG (SIX: AVOL), through its Hudson brand, has been awarded a 20-year duty-free contract at Seattle-Tacoma International Airport (SEA), the company announced on October 7, 2026. 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 significantly increases Avolta's presence at SEA, where it already operates in both travel retail and food & beverage.
The new duty-free stores will draw inspiration from Seattle and Washington State, offering an international duty-free assortment alongside locally sourced foods and gifts, Washington State spirits, and dedicated tasting experiences. An exclusive 'Exploring Seattle' retail range has been designed specifically for SEA. Travelers will also encounter live performances by Seattle artists, local product tastings, and installations inspired by the city's iconic glass artist, allowing them to immerse themselves in the region's sights, sounds, and flavors before departing.
"This new duty-free offer, coupled with Hudson's emphasis on immersive experiences and digital engagement, will transform the travel experience at SEA," said Steve Johnson, President & CEO, North America, Avolta. "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 highlighted the broader impact: "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 contract underscores Avolta's strategy of creating location-specific retail experiences. For travelers, it promises a more engaging and locally flavored airport experience. For the industry, it signals a trend toward immersive, experience-driven duty-free retail that integrates local culture and small businesses. The 20-year term provides long-term stability for Avolta and its partners, while the Port of Seattle gains a revenue stream and a enhanced competitive position among international airports.
This deal matters because it reflects the evolving expectations of global travelers and the growing importance of sense of place in airport retail. It also demonstrates how major airport contracts can be structured to support local entrepreneurship and diversity. As airports worldwide seek to differentiate themselves, SEA's partnership with Avolta could serve as a model for future developments.
The original release is available on www.newmediawire.com.
