museums&MORE Fall 2012
The Atlantis Resort & Casino

An upscale shopping experience in paradise

With its pristine sand, clear sea and blazing sunshine, the aptly named Paradise Island in the Bahamas has long been a top destination for travelers seeking to escape the daily grind. The island also houses the Atlantis Resort & Casino, an exclusive resort and waterpark created by South African hotel magnate Sol Kerzner and Kerzner International Ltd. Atlantis has frequently been touted as one of the most exquisite family vacation spots in the world.

At more than 400 acres, the property is by far the biggest and most bustling destination on the island. In addition to a mammoth water park, sun kissed beaches and a massive casino, Atlantis also provides world-class duty-free shopping 365 days a year for its discerning guests.

Offering everything from uber-trendy Italian and French fashions, genuine Havana cigars, unique crystal sculptures and beachwear, the resort caters to all tastes and budgets, said Errol Cohen, senior vice-president of retail development for Kerzner International.

The retail component of Atlantis, Paradise Island offers an eclectic collection of goods ranging from meaningful, innovative souvenirs and gifts to chic, high-quality fashion apparel and accessories,” Cohen said. “Our merchandise is specially chosen to cater to the Atlantis guest, who is as varied as the experiences Atlantis offers.”

Cohen, a former engineer in a toy factory, was first approached by the property owners of Atlantis in the Bahamas to help source toys and gifts. Today, he runs the retail operations, works with architects to design and build shopping malls, individual concept stores and purchases merchandise, which includes a huge mix of luxury brands and souvenir items.

A Sea of Choices

There are more than 60 retail stores located throughout the sprawling property, including 10 jewelry and watch shops, 12 resort, leisure and swimwear apparel and accessories boutiques, six specialty stores, six international brands — including Dooney & Bourke, Versace JC, John Bull and Solomon’s Sea Treasures — five eclectic gift shops and three that sell sports and golfing-themed merchandise.

Located right outside the Atlantis casino in the Royal Towers, the Crystal Court Shops is the go-to destination shopping mall for luxury fashion brands for women and men, a beautifully decorated indoor shopping center with soaring arched ceilings, skylights, marble floors and elegant white seahorse shaped light fixtures. Reminiscent of Rodeo Drive, the mall features elegant boutiques including Amici, Cole’s of Nassau, Cartier, Faconnable, Island Gear with Tommy Bahama, Mademoiselle and Salvatore Ferragamo.

The Versace boutique is all glitz and glitter, featuring apparel, cosmetics and home accents. The breathtaking Lalique store was designed especially for Atlantis, an under-the-sea fantasy theme of crystal and silver. The Logo Stores, like Atlantis Trading Dock, carry Atlantis souvenirs and gifts for adults and children, including t-shirts, baseball caps, mugs, beach bags, Paradise Pals stuffed animals, postcards, towels, house wares and goods crafted by local artisans.

Because the resort attracts so many young families, shops like the Dig Store are very popular with guests. Here, shoppers can choose from a huge stacked assortment of colorful marine-themed plush animals, toys and clothing, as well as beach bags and accessories. There are also shops located near activity centers such as Dolphin Cay Gifts and Photos, where guests can grab souvenirs of their encounters with the friendly resident dolphins.

Along the breezy outdoor market at Marina Village, more than 20 colorful, island-themed shops and restaurants spread over 65,000 square feet feature a huge variety of designer merchandise including clothing, accessories, jewelry and watches. At the Paradise Blue Surf Shop, guests can find swimwear and accessories to suit all tastes, and then browse Versace Jeans Couture for a more upscale spree. The lively Marina Village also houses a lovely art gallery showcasing local artists and artisans work, including paintings, sculptures, prints and posters.

Store sizes range from indoor/outdoor kiosks (40 to 80 square feet) to indoor shops ranging from 400 to 2,200 square feet.

“There is no central theme; rather, each store’s design conveys its offerings in a stylish and accessible setting, portraying its sense of place in an aquatic wonderland,” Cohen explained, adding that Atlantis has about 350 store employees.

Something for Everyone

Atlantis buys from 500 vendors in 30 different countries and sells about 4,000 different items, while being conscious of incorporating the local Bahamian community.

“There is something for everyone, with dedicated shopping areas, stand-alone stores and kiosks,” Cohen said. “Globally recognized couture brands like Cartier, Dunhill, Gucci, Versace and Bulgari come together in the esteemed Crystal Court. Atlantis also has dedicated specialty stores such as perfume, jewelry, resort and surf apparel and Bahamian craft shops.”

T-shirts are perennial top sellers, with more than 150 designs and 40 styles to choose from, notes Cohen. Mugs, shot glasses, shooters, magnets and key chains are also solid selling categories. In resort wear, kaftans, cover-ups, sunglasses, bags, sun-block protection and swimsuits dominate sales.

Atlantis regularly plans and takes full advantage of special merchandising events that both attract guests and sell lots of products, Cohen said.

“We hold trunk shows regularly and invite celebrity designers to present their collections and interact with our customers,” he said.

For example, Escape, an exclusive designer boutique located at The Cove section of the resort, recently hosted designers including Isabella Adams, Stone Rose, Kara Ross, Marena Y Sol and Tassoni Jewelry to present introductory, time-limited trunk shows. The brightly lit store’s floor-to-ceiling display cubbies house high-end items to make best use of the shop’s vertical footprint.

Escape at the Cove — billed as a destination “where shopping becomes an event”— also does brisk jewelry sales.

“Chic cuffs and necklaces are top sellers in that category,” he said. “In the others stores, high-end wrist watches have high sales, as well as diamond and emerald creations.”

Atlantis buyers attend various trade shows around the world, including major shows for toys, gifts, candy, apparel, souvenirs, accessories, children’s, gifts, house wares and activities, and independent designers and guests who own businesses approach their team regularly to evaluate their products.

Cohen believes that specialty store managers can improve their marketing and sales by never losing sight of who their core customers are.

“The challenge we face is evaluating the different Atlantis consumers,” he explained. “The resort has three distinct hotel properties, day visitors, as well as the local Bahamian population. Therefore, when designing a new store, we are cognizant that a wide variety of high-quality, well-priced merchandise is necessary to satisfy multiple consumer types.

A well-thought-out retail plan, coupled with exciting store design, smooth flow of merchandise, ease of shopping and exemplary customer service will lead to success for any specialty store.

By Wendy Helfenbaum

Special to Museums & More





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