Birmingham Airport has welcomed a number of new arrivals to its departure lounge in recent months, giving passengers a unique shopping experience before they fly.

In partnership with LS Travel Retail, five brand new stores have opened their doors to passengers at the Midlands airport, including Hugo Boss, The Watch Collection, Eye Love, The Fashion Place and Discover England, with a further store – Victoria’s Secret planned to open in November.

The new stores, many of which are the first of their kind to open in the UK, follow the enormous growth in long haul markets at Birmingham in the past twelve months, including direct charter flights to China and the popular Air India service to Delhi and Amritsar. These services are set to continue demand for high value retail and product innovation.

Commenting on the recent arrivals to The HUB at this year's World Routes in Chicago, Birmingham Airport’s commercial director, Jo Lloyd, said: “We’re delighted to welcome these world famous brands to Birmingham Airport, which have significantly enhanced our retail offer to passengers. These six new stores will transform the look and feel of the departure lounge, into a premium shopping experience, giving passengers the luxury brands they desire.”

Among the recent arrivals, the Hugo Boss store which opened in September, offers an extensive menswear collection featuring sophisticated casual looks and premium sportswear designs.

The Fashion Place, which launched earlier this summer, retails bags and small leather goods by famous American brand Guess. The store also houses the world famous Swarovski with a beautiful range of jewellery and accessories by the Austrian crystal specialist.

The Watch Collection features a wide range of time pieces and other accessories by famous brands including Tag Heur, Longines, Tissot and Mont Blanc. Sunglasses specialist Eye Love, also a new addition to the departure lounge, offers luxury brands such as Ray Ban, Oakley, Carrera, Burberry and Karen Millen.

Specialist souvenir store Discover England showcases the very best of local crafts and produce, from magnets, beautiful Welsh gold jewellery, leather goods and plush toys, to a large assortment of confectionary, teas, biscuits, shortbreads, preserves and local beers.

The final addition to the impressive list of new retail outlets at Birmingham Airport, Victoria’s Secret is set to offer passengers a broad range of products, from fragrances, bodycare and accessories, to luggage, sunglasses and bags.