Zippo is celebrating the opening of its third U.S.-based retail store at another of the Las Vegas Strip’s most iconic locations, MGM Grand Hotel & Casino. The opening of the newest Zippo retail store in Las Vegas on October 31 follows the opening of two other stores earlier this year, at Luxor Hotel and Casino and the Miracle Mile Shops at Planet Hollywood. Zippo’s three retail locations are the only U.S.-based stores for the brand after the continuous success of 14 concept store locations in China.
The new store is a joint project of Zippo, its distributor in the travel retail market, Sourcing Network International (SNI), Luxor Hotel and Casino and MGM Grand Hotel & Casino. CITRA Inc., Zippo's global Duty Free and Travel Retail representative, will be supervising this latest endeavor.
“Casinos represent an untouched, yet promising retail medium for Zippo, especially considering that Zippo windproof lighters in the luck and gambling category are perennial best sellers,” said Mark Paup, Zippo Vice President of Sales and Marketing. “Today, Zippo is more than lighters and has become a sought-after lifestyle brand. We are excited to work with these MGM Resorts International properties and SNI to introduce a new array of products to a whole new audience.”
To help bring this iconic development to life in 2014, Zippo partnered with (SNI), a distributor of high-value items to retail locations in casinos, airports, hotels, and other tourist destinations, to exclusively source Zippo products. Several of the products will be custom designs and exclusive to the new stores.
Based in Bensalem, Pa., SNI services products to more than 150 American casinos. Under its agreement with Zippo, SNI is tasked with opening Zippo concept stores or securing product displays in as many of the 150 partner locations as possible. Zippo’s presence in each chosen casino will range from the size of one display case to an entire store section. In some cases, SNI will station its own personnel for sales support.
“Zippo is a name that conjures images of Americana, and its products are set apart by their authenticity and utility,” explained SNI CEO Todd Cohen. “This brand is definitely a great fit for the casino demographic. Our plan is to introduce Zippo products to as many casinos as possible.” Sourcing Network International EVP Randall Cohen continued, “we are truly excited to be working with Zippo, a true American icon, and are confident that their new Zippo-branded lifestyle line of accessories will be a sure hit throughout gaming retail.”
Zippo features the bulk of its expanding product line at its three retail stores, including windproof lighters and lighter products, apparel, bags, fragrances, and small leather goods.
By the end of 2015, Zippo estimates that it could have as many as six retail locations operating in Las Vegas. Product offerings destined for future casinos will vary by location.