EasyJet appoints dnata to manage European inflight retail

easyJet has appointed dnata to manage the inflight retail services across its pan-European network, a deal which requires dnata to deliver a tailor-made onboard retail programme. The company has also been appointed to provide end-to-end logistics and last-mile services to easyJet across the UK and Italy, covering 11 stations.

As a low-cost carrier, inflight retail is an important part of easyJet’s operations. The agreement will see dnata provide easyJet with services covering retail strategy, product development and selection, across food, beverage and duty-free; procurement. The company will also work closely with easyJet to handle marketing; cabin crew engagement and financial management.

The work with easyJet will benefit from dnata’s dedicated inflight retail hub in the UK, launched in 2020. This specialist retail unit provides airline customers with ‘off-the-shelf’ services including product development, digitalised sales channels and technological solutions, through to cabin crew engagement, product design and accounting.

dnata can also call upon its subsidiary, En Route International, to help with product development, creative design and supply-chain operation, providing retail food products.

Robin Padgett, divisional SVP for catering and retail at dnata, said of the contract, “We will work closely with the airline’s teams to bring a modern, digital-led retail experience to easyJet’s customers, putting products people love on-board and delivering value for passengers and the company.

Simon Cox, easyJet’s director of inflight retail commented that the deal marks “an opportunity to transform our inflight retail service.”