Loyalty360 Reads: August 9 | Hudson Debuts Expansive Shop-In-Shop Experience; General Assembly Pizza Launches New Offerings; and More

Hudson Debuts Expansive Shop-In-Shop Experience Store: Evolve by Hudson
Hudson, a Dufry company and travel experience leader with more than 1,000 stores in airports, commuter hubs, landmarks and tourist destinations across North America, revealed its plans for Evolve by Hudson (Evolve), a new shop-in-shop store that will blend a specialty brand experience with the accessibility of travel essentials to create an immersive, customer-centric shopping destination.

“The strategy we’ve executed over the years has positioned the Hudson brand as an iconic and trusted anchor of the airport experience for travelers and landlords alike. Now, as we’re witnessing the dynamic transformation of the retail space, we’re taking the opportunity to further leverage what makes it successful: convenience and brand recognition,” said Brian Quinn, EVP and Deputy Chief Executive Officer of Hudson.
General Assembly Pizza Launches New Website, Expanded eCommerce Offerings
General Assembly, a fast-casual, Toronto pizza restaurant turned omnichannel consumer packaged goods brand, has launched a new direct to consumer (“DTC”) website for pizza lovers, which includes a highly anticipated one-time purchase option for their freshly frozen, naturally leavened pizza.

The new website also showcases a fresh new look courtesy of a dynamic rebrand, including a new expansive colour palette, expressive typography, organic illustrations, and a new GA Pizza logo and siren. The new brand system will be seen across all channels, says GA Pizza Founder and Chief Executive Officer Ali Khan Lalani, “We needed a brand that could go everywhere with us and meet our pizza lovers wherever they are. From the retail shelf to doorsteps, to pop-up pizza experiences, and of course, our restaurant. The new GA brand exemplifies the versatility we need as we continue to scale and take pizza to new heights.”

“Expanding our offering and developing a consumer packaged goods line created new consumer touchpoints and sparked new conversations around how our brand should be experienced,” says Ali Meyer, Creative Director for GA Pizza.
Levi Strauss & Co. to Acquire Activewear Brand Beyond Yoga
Levi Strauss & Co. (NYSE: LEVI) and Beyond Yoga, a fast-growing, premium athletic and lifestyle apparel brand based in the U.S., announced that they have signed a purchase agreement for the sale of Beyond Yoga to LS&Co. The transaction will be financed with cash and is expected to close during the fourth quarter of 2021, subject to customary closing conditions. Following closing of the transaction, additional financial and operational details will be provided.

This acquisition will bring the Beyond Yoga brand to more consumers through direct-to-consumer expansion, including brick-and-mortar retail, gender and category growth, and further development of the wholesale footprint with premium partners. With this transaction, LS&Co. enters the activewear category, complementing LS&Co.’s growing women’s business and enabling LS&Co. to allocate its global resources and infrastructure to significantly expand Beyond Yoga, building on its largely digital ecosystem. LS&Co.’s successful brand-building capabilities will help Beyond Yoga grow globally as it capitalizes on the continued consumer uptake of premiumization, casualization and wellness trends.
P&G Puts Athletes Who Lead with Love Center Stage at Olympic Games
As an Olympic sponsor for the past 10 years, Procter & Gamble’s (NYSE: PG) focus is on celebrating and supporting the unique journeys athletes take on the road to their Olympic dreams, including the causes they champion and the work they do to drive positive change in their communities. In the lead up to the Olympic Games Tokyo 2020, P&G was inspired by the selfless actions of Olympic and Paralympic athletes around the world who stepped up and served others. This led P&G to create the Athletes for Good Fund in partnership with the International Olympic Committee (IOC) and International Paralympic Committee (IPC). Its purpose is to honor and fuel the work of Olympic and Paralympic athletes and hopefuls who lend their time, talent, and resources to charitable causes in the areas of Community Impact, Equality & Inclusion, and Environmental Sustainability. For Tokyo 2020, Athletes for Good Fund provided more than $500,000 in grants to help fuel the efforts of the recipients’ charities of choice.

Today, during a virtual panel discussion dubbed “Champions and the Causes They Champion,” co-hosts Olympic Gold Medalist Nastia Liukin (USA, Gymnastics Legend) and Olympic Silver Medalist Gus Kenworthy (Great Britain, Freestyle Skiing) were joined by four athletes who are not only incredible competitors, but also display compassion, humanity, and goodness on and off the field of play. Through their inspiring stories, we learned how each panelist found motivation based on their personal experiences, along with their passion to get involved to create positive change within their communities.

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