Passenger ferry and logistics company DFDS is preparing to deploy its new state-of-the-art ship serving the Dover to Calais (Calais to Dover) route. 

The MS Côte d’Opale vessel comprises a 1,100sq m retail outlet and replaces the MS Calais Seaways ship which will retire from the fleet. The MS Côte des Dunes and MS Côte des Flanders ships will continue sailing the Dover to Calais and Calais to Dover routes.

Named after the Opal region in France, MS Côte d’Opale is due to begin sea trials today (12 April) or tomorrow and is expected to arrive in England at the beginning/middle of June. It will be the largest DFDS vessel on the channel with capacity for 1,000 passengers.

The ship will have one main commercial deck comprising a ‘modern airport-style’ retail outlet among other facilities. The shop will include separate perfumes and cosmetics and spirits stores within the main store and a prominent Lego feature. Luxury goods, along with traditional souvenir and travel retail items will all be available.

In an exclusive interview with TRBusiness, Steven Newbery, On Board Commercial Director, Business Unit Channel, DFDS said: “There will also be a strong focus on electronics, because with duty free it is not just about alcohol, cigarettes and tobacco. It is also about the wider view of 20% of 30% savings on other luxury goods from the high-street.

“Electronics is a big category for us and we will be looking to bring as many new things as possible to fill that shop.”

‘DIGITAL OUTLET’

He added: “The actual shop is what we call a digital outlet. There will be big 50-inch screens stacked up to create this big visual entrance at one end which brands can use to showcase their products. There will also be digital screens around the outside of the store instead of lots of posters and other things stuck there.”

Digital pricing will be implemented, meaning crew can update prices in around seven minutes as opposed to a whole day.

On the tie-up with Lego, Newbery said the two companies were a perfect fit and welcomed the opportunity to stock as many of the brand’s products as possible on board. “We can offer 25% savings versus the high-street and see this as a really big opportunity for families to do some shopping and to treat the kids.

“Both companies are Danish brands and we will have access to the entire Lego range from Copenhagen. We are all really excited and happy to reveal that the Pirates’ Island play areas will be Lego branded as well.”

Other features on board include the Lighthouse Café, which offers, hot drinks, cakes and sandwiches and the Premium Lounge. There is also sufficient deck space enabling passengers to venture outside.

With duty free shopping now available on DFDS routes between the UK and Europe, DFDS is relishing the opportunity to capitalise once MS Côte d’Opale becomes operational.

Elaborating on the planned perfumes and cosmetics and spirits offers, Newbery said: “The perfumes and cosmetics offer will be the biggest space we can provide for all brands to showcase their items.

“On the opposite side, we will have a large spirits area, which is something we have been unable to implement on the other ships. We want to showcase some of the biggest whiskies from the distilleries and some of the cognacs people will trade-up to.

“It’s not about cheap booze. People might see a Beefeater or Gordon’s gin priced at £10/$13.74 a bottle, for example, but actually decide to purchase a bottle of Grey Goose Vodka instead as they realise they will save a fortune versus the high-street.

“In the duty free world, it is about brands such as Apple, Ray Ban, Samsung and Sony. If we can offer good savings on these products people will be encouraged  to buy. It will be very much an evolving offer [on MS Côte d’Opale] according to what passengers want.”

Offering a comparison between the planned duty free and travel retail offer on MS Côte d’Opale and the retail propositions on board the older MS Côte des Dunes and MS Côte des Flanders, Newbery revealed MS Côte d’Opale has been designed with DF&TR in mind. He also indicated the new ship will offer the largest DFDS shopping experience.

“MS Côte des Dunes and MS Côte des Flanders have smaller shops,” Newbery remarked. “Once a ferry has been designed it is very hard to make significant changes as shops have fire barriers around them. To change a fire barrier on a ship costs millions of pounds.”

The MS Côte d’Opale will provide customers with an experience which is an important element. An atrium window in the shop, along with interactive lighting will help inject some much-needed character, emphasised Newbery.

“MS Côte des Dunes and MS Côte des Flanders are 15 or 16 years old now. They were originally designed for French ferry company SeaFrance [which was established in 1996 and ceased operations on 9 January 2012] and the duty free world that was coming to an end.

“People just came into the shops, took their alcohol and perfume and came back out again. With this ship, we can offer a more rounded shopping experience which passengers want.”

More to follow…