FROM BOOKSHOP TO TRAVELLER'S COMPANION
A CHANGE IN NATURE
The first railway station bookshops appeared in 1852, giving travellers a way to pass the time before embarking on a long journey. Today, Relay is on four continents. A million travellers walk through the doors of one of its shops at railway stations and airports somewhere in the world every year. As its two markets of reference, press and books, dwindled every year, the chain needs to transform itself.
BROADENING THE OFFER
We have repositioned Relay on the central idea of the “traveller’s companion”. Travellers can prepare for a comfortable journey or pick up items they forgot in their last-minute rush to leave home: we’ve broadened the brand’s offer by thinking of everything they might need before starting their trip.
ROLLING OUT THE RED CARPET
Relay still focuses on the press and books, but its aisles are now stocked with snacks, souvenirs, gifts, luggage and accessories for all our digital objects. The shop has gone from an all-red colour scheme to light-toned wood crossed by a floor-to-ceiling big red bar that wraps around the checkout counter.
CHOOSE THE SPEED
All the fast purchases are concentrated on the ground floor, while on the first floor, focus is on slowing down. -There is a literary café and gifts as well as books which can be purchased. There’s even a Fauchon counter; the last chance to buy macarons before boarding the Eurostar to London. A circular central staircase connects both floors, with a big, eye-catching chandelier as its centrepiece.
BACK ON TRACK
We accompanied the concept in all its dimensions, from the smallest units, intended for commuters and called Relay Today, to the biggest, such as the flagship shop here at Gare du Nord in Paris.
Today, Relay is back on track on the road to growth while its two historic markets keep shrinking each year.