Airports With Brookstone: Where To Find Them

Brookstone, a retail chain known for its airport and mall stores, filed for bankruptcy in 2018 and closed all 102 of its mall locations across the US. However, the company intended to keep its 35 airport stores open while searching for a buyer. In 2024, the Hudson Group announced that it had acquired 34 Brookstone airport stores, with plans to redesign and transform the brand experience. As of 2024, Hudson operates over 30 standalone Brookstone stores in airports across North America, including locations such as Mineta San Jose International Airport (SJC) and Seattle-Tacoma International Airport (SEA).

Brookstone filed for bankruptcy in 2018

Brookstone, a specialty goods retailer, filed for Chapter 11 bankruptcy protection in August 2018. This was the company's second bankruptcy filing in four years.

The retailer, known for its quirky products such as massage chairs, Bluetooth speakers, and travel accessories, had been struggling with declining foot traffic to its mall stores and management issues. The rise of online shopping and the availability of similar products on websites like Amazon.com and Target contributed to the company's financial troubles.

As a result of the bankruptcy filing, Brookstone planned to close all 102 of its mall stores across the United States, affecting an unknown number of employees. The company hired liquidators to manage the closure of these locations. At the time, Brookstone aimed to keep its 35 remaining airport stores open while it attempted to find a buyer for the business.

In March 2019, Brookstone emerged from bankruptcy through a partnership formed by Apex Digital and Bluestar Alliance, which acquired the rights to operate 30 of Brookstone's airport shops, the company's website, and wholesale operations. This partnership allowed Brookstone to continue operating in a smaller capacity and maintain its brand and award-winning products.

Hudson Group acquired 34 Brookstone airport stores

In October 2019, the Hudson Group, a travel retailer and a leader in North American travel retail, announced it had signed an agreement to acquire 34 Brookstone airport stores in the US. This came after Brookstone filed for bankruptcy for the second time in four years in 2018 and closed all 102 of its mall locations across the US.

The Hudson Group obtained the right to be the exclusive airport retailer to operate Brookstone stores through a license agreement with Bluestar Alliance, the owner of the Brookstone brand and trademarks. Brookstone is a brand known for its unique selection of innovative products in the travel, wellness, home, and entertainment categories.

Of the 34 stores, 33 are in airports where Hudson already has existing operations. This addition to Hudson's portfolio further strengthens its retail offering and complements its travel convenience business. Roger Fordyce, Hudson Group CEO, commented:

> The addition of Brookstone to our already diverse portfolio of branded concepts further strengthens our retail offering and nicely complements our travel convenience business.

Joey Gabbay, CEO of Bluestar Alliance, added:

> We are proud to announce our new partnership with Hudson Group, the preeminent leader in the industry, who will now operate, manage and most importantly, grow our Brookstone branded retail footprint in North America.

Brookstone's airport shops were saved by Apex Digital and Bluestar Alliance

Brookstone, the iconic American brand, filed for bankruptcy in 2018 and subsequently closed about 100 mall-based stores. In October 2018, BKST Holdings LLC, a designee of Bluestar, and Apex Digital Inc. paid $72 million for Brookstone's assets, purchasing it out of bankruptcy. As part of the deal, the buyers maintained 30 of its airport retail stores, the distribution centre, and the operating team in New Hampshire.

Apex Digital and Bluestar Alliance's acquisition of Brookstone kept 30 Brookstone airport shops open, retaining 350 jobs. The buyers also planned to expand the wholesale distribution of Brookstone products to some of the largest retailers in America and internationally.

Apex Digital was chosen to run the Brookstone website and airport stores due to its expertise in the consumer electronics market. The company develops advanced products and distributes them to major U.S. retailers. Bluestar Alliance, a leader in brand licensing and management, would help expand Brookstone's distribution to large American and international retailers.

In 2024, it was announced that Hudson Group had acquired 34 Brookstone airport stores, with plans to operate and grow the Brookstone brand in North America.

Brookstone's airport stores have been transformed

Brookstone, the airport and mall retailer, filed for bankruptcy in 2018 and closed all its US mall stores. However, its airport stores remained open as the company attempted to find a buyer. In 2024, Hudson Group, a travel retailer, acquired 34 Brookstone airport stores, with plans to grow the brand across US airports.

Hudson has transformed the Brookstone airport stores with a focus on creating an immersive and innovative shopping experience. The new store design features vibrant in-store elements, industry-leading brand selections, and digital experiences. The exterior of the stores has been redesigned to be warm and inviting, with soft ambient lighting and signature Brookstone shades.

The product offering has also been expanded to create an all-encompassing shopping experience that blends Brookstone's traditional electronics categories with newer product lines such as STEM learning and wellness. The stores now offer travel comfort essentials such as blankets, neck pillows, and sleep masks, as well as wellness products like air purifiers, aromatherapy oils, and sleep assistance devices.

Each zone in the store features Brookstone-branded products, including new custom packaging that showcases contemporary product shots, expanded product information, and bold design elements. The transformation of the Brookstone airport brand is part of Hudson's strategic evolution of its specialty retail portfolio, aiming to elevate the brand experience and meet the evolving needs of travellers.

Brookstone's first physical store opened in New Hampshire in 1973

Brookstone, a chain of retail stores in the United States and China, opened its first physical store in 1973 in Peterborough, New Hampshire. The company was founded in 1965 as a mail-order business, selling items such as dental clamps and other specialty tools.

The opening of the first Brookstone store in 1973 was a significant milestone in the company's history. It marked the transition from a purely mail-order business to a brick-and-mortar retailer. The store was opened near the company's mail-order distribution center in Peterborough, New Hampshire, due to increasing demand from customers who wanted to acquire products on the spot rather than wait for shipment. This inaugural physical store set the tone for Brookstone's future expansion, with the company opening a few more retail stores in the New England area throughout the following decade.

The success of the first Brookstone store in New Hampshire can be attributed to several factors. Firstly, the company had already established a strong customer base through its mail-order catalog, which featured unique tools and household goods. By the time the physical store opened, Brookstone had a loyal customer following, which provided a solid foundation for in-person sales. Secondly, the store's location near the distribution center allowed customers, who were already familiar with the catalog, to conveniently purchase products in person. This combination of a pre-established customer base and a strategic location contributed to the store's success.

The products offered by Brookstone also played a crucial role in the company's early success. From its inception, Brookstone focused on selling unique, hard-to-find items that were not easily available elsewhere. This niche market strategy attracted customers who were looking for specialty tools and gadgets. Additionally, Brookstone's product line evolved over time to include a wider range of merchandise beyond just tools. By the 1980s, the company introduced products in areas such as travel, leisure, technology, audio, and games, broadening its appeal to a more diverse customer base.

In conclusion, the opening of Brookstone's first physical store in New Hampshire in 1973 marked a pivotal moment in the company's history. It signaled the expansion of a successful mail-order business into the realm of brick-and-mortar retail. The store's success laid the foundation for Brookstone's future growth, and the company's commitment to unique and innovative products helped solidify its place in the market. While Brookstone has since faced financial challenges and transitioned to focus primarily on airport locations, the legacy of that first store in New Hampshire remains an important chapter in the Brookstone story.

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