Our COMMITment BEGINS HERE
Chief Executive Officer Ray Hernan
A message from our CEO
This Culture Book has been created especially for you — our future partners at Dubai Airports. It’s not a standard document or something lifted off a shelf. It’s a bespoke expression of who we are, how we think, and what we will bring to Dubai Duty Free.
Inside, you’ll discover the people behind our brand, the values that drive our teams, and the spirit that fuels our ambition. You’ll see what it means to us to be more than a retailer — to be a partner, a custodian of experience, and a brand that lives and breathes excellence every day.
As part of daa, a global airport group, we live and breathe airport operations, giving us unique insight into the full passenger journey. It means we understand passengers better than anyone else, and that perspective shapes everything we do.
For us, Dubai Duty Free isn’t just a new chapter — it’s the next great turning point. And we’re ready to make it the heartbeat of our global business.
Our promise
Dubai isn’t just a destination, it’s a global crossroads.
A place where the world converges, where cultures intertwine, where ambition takes flight, and where excellence isn’t just admired, it’s expected.
At ARI, we don’t just understand that, we’ve lived it.
We’ve built our legacy at the very heart of travel retail. And few know Dubai Duty Free like we do. This isn’t just another location for us, it’s a long-awaited return.
We don’t just operate in retail, we elevate it. We craft experiences. We connect people — not just to products, but to places, to stories, to the thrill of discovery.
From the charm of Dublin to the golden warmth of Muscat, from the vibrant pulse of Montréal to the elegance of Bahrain, we’ve reimagined what it means to shop while you travel.
And now, we bring that spirit back to Dubai, a city that mirrors our values: Innovation. Luxury. World-class service.
Dubai Duty Free is more than a retail space. It’s a symbol. A beacon of global aspiration. And we are honoured for the opportunity to step into this iconic arena with everything we’ve got: our expertise, our creativity, and our unwavering commitment to strategic excellence.
True to our brand behaviours, we are ready:
To raise the bar.
To work as one team.
To seek out new opportunities.
To look beyond the ordinary.
And above all, to never cut corners.
We’ve done the groundwork.
We’ve nurtured the partnerships.
We understand the passengers.
And now, we’re ready to deliver something that doesn’t just meet expectations, it redefines them.
We’re inspired.
We’re driven.
We’re all in.
Let’s create something extraordinary — together.
Our Purpose
Joy on Your Way
At ARI, we aim to deliver joy to every passenger. We believe travel retail is more than a transaction; it's an opportunity to make every journey memorable and joyful.
At Dubai Duty Free, we will create a worldclass retail environment blending global luxury with local authenticity. From premium brands to regional treasures, we will ensure excellence and the warmth of Emirati hospitality at every touchpoint.
Our people are the heart of our mission. From Dublin to Dubai and everywhere in between, our teams are inspired to shine and create joyful experiences.
We look forward to bringing this spirit to the Dubai Duty Free team.
Having had the privilege of working with our teams around the world, I can confidently say that the culture at ARI is more than just a concept — it's a lived experience. It's evident in how we support each other, grow together, and celebrate every success as a team. At ARI, we believe that when people feel a sense of purpose and are part of a culture that truly sees and values them, we unlock extraordinary potential.
Global Head of People
Aoife Hennelly
Joy isn’t just something we talk about — it’s something I see and feel every time I meet a new team. It’s in the warm welcomes, the shared laughs during training, and the pride people take in what they do. This joy doesn't just happen by chance — it's created by our people. Their energy, creativity, and passion transform everyday moments into something extraordinary. They are the embodiment of JOY, and I feel fortunate to witness it every day.
Paula Pryor
Global
Learning & Development Manager and Chief Joy Ambassador
Joy on your way In Action
Lisbon Duty Free
Dublin Airport Duty Free
Montréal Duty Free
Cyprus Duty Free
Our Partnership with Airports
At ARI, partnership isn’t a transaction — it’s a shared journey.
We take immense pride in being a trusted, reliable, and inspiring partner to airports across the world, delivering outstanding results through mutual respect, flexibility, and a deep understanding of what drives passenger satisfaction.
What sets us apart is our ownership. As part of daa, a global airport group, we don’t just understand airport operations — we live them. This gives us a uniquely integrated perspective, from landside to airside to retail floor. We know the importance of collaboration across every function — and more importantly, we understand the airport passenger better than anyone else in the world.
We don’t see retail in isolation. We see it as part of the entire journey — one that we’ve mapped, studied, and enhanced in every terminal we operate in. That insight will be fully leveraged in Dubai Duty Free, where we are committed to delivering a seamless, extraordinary customer experience.
Our approach to partnership is underpinned by two core principles: maximising value for our partners and delivering long-term, sustainable growth for our business. We understand that when our partners succeed, we succeed.
We also recognise that every market is different. That’s why we offer a flexible and tailored model of partnership, including:
• Concession Agreements
• Management Contracts
• Joint Ventures
• Consultancy Projects
We shape our model around what works best for the airport, for the passenger, and for the longterm vision. Our Joint Venture with ANA/VINCI Airports in Portugal and our ownership stake in Hermes Airports in Cyprus are just two examples of our successful, collaborative structures in action.
Across the Middle East and beyond, we’ve proven our ability to transform environments, grow revenue, and elevate the airport retail experience. But Dubai is different. It demands more. And we are ready.
We are fully committed to making the new Dubai Duty Free a world-class success — not just commercially, but operationally, strategically, and culturally. We will shift the operational heartbeat of our business into Dubai, ensuring full focus, full resource, and full alignment.
We bring deep expertise, bold creativity, and an unwavering focus on passengers — but most importantly, we bring a spirit of partnership, built on shared ambition and mutual growth.
At ARI, we always look beyond the ordinary and we never go it alone. Together, we can build something extraordinary.
Our People
At ARI, our people are the heartbeat of everything we do. Across the globe, they’ve delivered outstanding results, shaped unforgettable experiences, and redefined what travel retail can be. We’re proud to introduce a few of the exceptional individuals whose work has elevated our business — from store design and digital innovation to customer experience and brand partnerships.
Glen Morgan
I really value the support of the global ARI team and the opportunity to exchange ideas with colleagues across locations. I’m excited to welcome and collaborate with such a dynamic team at Dubai Duty Free.
General Manager, ARI North America
Glen – Leading Transformation with Global Expertise
Glen joined ARI with over a decade of senior leadership experience from LVMH DFS Middle East, where he served as Managing Director and Vice President. His career spans key markets across the Middle East and Asia, with notable leadership roles at Alshaya Group and M.A.P. Luxury Division.
Renowned for his strategic vision and operational excellence, Glen has led complex business transformations and delivered high-impact store openings in some of the world’s most dynamic retail environments. His ability to navigate challenging markets and drive performance has made him a trusted leader in luxury and travel retail.
Glen’s global perspective and deep industry expertise are invaluable to ARI’s continued growth.
I’m constantly inspired by the creativity and drive of our ARI global teams. Collaborating across borders helps us deliver exceptional experiences for our customers.
Sarah Jane Lynch
Global Head of Marketing, ARI
Sarah Jane – Pioneering Marketing and Customer Experience at ARI
Since joining ARI in 2019, Sarah Jane has been a driving force behind our transformation, leading the evolution of our global e-commerce and customer engagement strategy. Under her leadership, ARI’s digital platforms have become multi-award-winning benchmarks in the travel retail industry, seamlessly blending innovation with commercial impact.
With over 14 years of senior experience across retail, e-commerce, and omnichannel strategy, Sarah Jane brings a unique blend of strategic vision and hands-on expertise. Prior to ARI, she held key leadership roles in luxury retail, including Head of Omnichannel and Innovation at Brown Thomas Arnotts (Selfridges Group), where she helped embed a digital-first mindset across the business.
Sarah Jane is passionate about marketing, innovation, and customer experience. Her relentless approach and dedication to creating engaging and memorable customer experiences are driving growth at ARI. She is excited to help bring these experiences to life at Dubai Duty Free, reflecting the strength of ARI’s Marketing Team—where deep expertise, bold thinking, and a passion for progress come together to shape the future of retail.
It’s a privilege to work alongside such a passionate and talented team. The crosscultural collaboration at ARI brings fresh perspectives to everything we do.
Director of Operations, Portugal Duty Free Sarah Farrelly
Sarah – Driving People and Performance Across Borders
Since joining ARI in 2010 as a Sales Professional in Dublin, Sarah has grown into a dynamic leader across multiple markets. Her journey through retail management and into the Global Retail Excellence team saw her lead key initiatives in process improvement, leadership development, and operational training.
From managing a two-airport business in Montenegro to her current role as Director of Operations at Portugal Duty Free—overseeing 1000+ team members across eight airports and shaping the future of travel retail in Portugal. Sarah continues to champion people, performance, and transformation. Her story reflects the heart of ARI’s success: our people are our greatest strength.
Sarah is passionate about driving excellence in customer experience, retail standards, and people performance. With a strong focus on sales and customer satisfaction, she is relentlessly enhancing team collaboration, driving growth, and creating memorable experiences for every customer.
Dubai Duty Free's world-class stores and unwavering dedication to excellence, innovation, and customer satisfaction make them a standout leader in global retail.
CEO, Bahrain Duty Free Bassam Al Wardi
Bassam – Driving Operational Excellence with Proven Leadership
Since taking the helm as CEO and Board Director at Bahrain Duty Free, Bassam has led the company through a dynamic phase of transformation, expanding its luxury travel retail footprint, embedding sustainability at its core, and championing a culture of excellence and recognition.
With over 25 years of leadership experience across retail, operations, and investment, Bassam brings a powerful blend of strategic vision and operational expertise. His career spans key roles including General Manager, Deputy GM, and Head of HR & Marketing, each marked by a strong focus on business transformation, talent development, and financial performance.
Beyond Bahrain Duty Free, Bassam plays an active role in shaping industrial investment through board positions and project leadership at Baytik Industrial Investments. His leadership reflects a deep commitment to innovation, mentorship, and building the next generation of industry leaders.
Bassam's strategic vision and innovative approach is instrumental in driving growth and excellence at Bahrain Duty Free.
Working with colleagues from around the world has broadened my perspective and deepened my appreciation for what we can achieve together.
Aisha Al Habsi
Chief People and Operations Officer, Muscat Duty Free
Aisha
– Empowering People and Performance
Aisha’s journey with ARI began in 2005 as a Sales Colleague at Muscat Duty Free. Driven by her passion for people and operational excellence, she has grown through the ranks, consistently demonstrating her ability to lead high-performing teams.
From Sales Supervisor to Duty Manager in 2013, and later building the Learning and Development function from the ground up in 2015, Aisha has laid the foundation for a culture of continuous growth and empowerment. Recognised for her leadership, she was appointed HR Manager in 2019, shaping a new workplace culture and supporting operational delivery.
In 2024, Aisha was promoted to Chief People and Operations Officer (CPOO), leading both the People and Operations teams. Her 19-year journey reflects ARI’s belief that its greatest strength lies in its people.
Muscat Duty Free has been officially recognised as a Great Place to Work for the second consecutive year
Dubai Duty Free is a shining example of worldclass retail in one of the most dynamic travel hubs on the planet. We are incredibly proud to have the opportunity to partner with such a prestigious organization. We’re excited to bring our global expertise, collaborative spirit, and passion for retail to this partnership, and we look forward to achieving great things together.
Nuno Amaral
Chief Operations Officer and CEO, ARI Middle East
Nuno – Driving Operational Excellence with Proven Leadership
Nuno brings a wealth of executive experience and a deep understanding of global travel retail to his dual role as CEO of ARIME and Chief Operations Officer at ARI Global.
His leadership journey with ARI began in 2014 and has spanned key strategic roles, including ARIME CEO and Chief Operations & Business Development Officer.
Before rejoining ARI, Nuno served as Chief Executive of LFP – Lojas Francas de Portugal, where he led transformative growth and operational excellence. Across every role, he has demonstrated a relentless focus on performance, innovation, and customer experience.
With a strong track record in complex international markets, Nuno’s leadership is a powerful asset to ARI. His ability to unite strategic foresight with operational excellence reflects the strength of our People Team, and his passion for delivering world-class retail experiences continues to shape ARI’s global success.
Nuno is also Chair of MEADFA Advocacy Committee and a board member of IAADFS.
our BRAND PRINCIPLES
Our vision is clear: to be the world’s favourite airport retailer and partner of choice. And our brand promise? To make airport shopping the most eagerly anticipated part of every journey.
Our principles are the heartbeat of how we bring this vision to life. They guide how we work, how we lead, and how we treat each other. They are consistent across every ARI business, creating a shared culture that connects us all, one which we look forward to welcoming Dubai Duty Free to.
Do Things Right Honesty with integrity
We don't need to pretend – what have is real. Our history and heritage have built a reputation of honesty, delivered with integrity. We take pride in making our partners feel they're in safe hands.
Work Together
Partner success is our success
Collaboration is in our DNA. It's why so many partners around the world love working with us. We're proof that the best results happen when working together.
Look Forward A finger always on the pulse
We like to look forward and plan ahead, always consciously and sustainably. We're not content with what we've done before. We get excited by thinking about what's next; our next challenge, our next adventure and what our next success might be.
Think Differently A customer driven experience
One size never fits all, neither does one store shape or one store layout. So each of our global experiences is tailored around its customers – to always deliver something special and unique.
Customers First A service mindset
Our customers are our lifeline. We draw them into our world and exceed expectations at every touchpoint.
Recognition & Inclusion
At ARI, we believe every role matters and every contribution deserves to be seen and celebrated. Recognition is woven into our culture, from everyday peer shout-outs to formal programmes that honour excellence and bring our values to life.
Through aligned local and global initiatives, we celebrate our people with inclusive events, peer nominations, and recognition programmes that make a real impact.
Our Values Awards spotlight everyday heroes who go above and beyond, embodying our values and helping to shape a culture of joy, respect, and excellence. Each location appoints Values Ambassadors to keep these values thriving.
The annual prestigious ARI Star Awards celebrate those who deliver exceptional performance and bring our purpose to life. Winners are recognised across our global network and come together in Dublin each year for a celebration of excellence.
Inside ARI:
The Culture Behind the Brand
When our people feel engaged, energised, and empowered, they bring ARI's brand expression ‘joy on your way’ to life. Our people strategy is built on a simple idea: when colleagues feel heard, valued, and inspired, they choose to:
• Say - Speak positively about their work and ARI.
• Stay - Grow their careers with us.
• Strive - Go the extra mile every day. This strategy comes to life through six core elements of our People Promise.
So, what does our people promise look like in action? It comes to life through six core elements that shape every experience at ARI:
The Work
Empowering, meaningful, and challenging roles
The People
The Performance
The Brand
A values-driven, responsible company
Trust, strong leadership, and collaboration The Company
Inclusive, diverse, and futurefocused
Learning, career growth, and recognition
Irish Whiskey Ambassadors Dublin Airport Duty
Global Support, Local Impact
Our Global HR Team in Dublin will partner closely with Dubai Duty Free to support onboarding and share best practices tailored to travel retail.
Onboarding:
Starting Strong
Our onboarding experience is warm, informative, and practical — for sales professionals & leadership teams alike.
Growing with ARI
Development continues beyond onboarding with tailored programmes for every career stage. Our Global Mentorship Programme, now in its fourth year, connects colleagues across borders to learn and grow together.
Building a Culture of Learning
At ARI, learning is a shared journey. We focus on strengthening brand knowledge, customer service, and selling skills—empowering teams to deliver joyful experiences at every touchpoint. Led by Paula Pryor, our Global Learning and Development Manager (and Chief Joy Ambassador!), we will partner with Dubai Duty Free teams to build a sustainable, peoplepowered learning culture.
Learning That Inspires
Retail leadership is a core focus at ARI. Through bespoke programmes like Manager in Training and Global Retail Leaders, we’re committed to developing future talent from within — because we know strong leadership is key to shaping ARI’s future.
Sales Professional Training: Empowering Every Interaction – At ARI, we believe every customer interaction is an opportunity to create joy. Our Sales Professional training is designed to make those moments truly memorable — focusing on what matters most: engaging customers with confidence, care, and expertise at every touchpoint.
Performance with Purpose
At ARI, we don’t just say people are our greatest asset, we live it. Together, we’re building a workplace where joy, purpose, and performance go hand in hand.
Our global performance toolkit supports continuous growth through leadership training, coaching tools, empowering every colleague to reach their full potential with confidence and joy. Where learning is dynamic, engaging, and always accessible.
Our Impact
One Team, Many Stories
Our diversity is our strength! At ARI, we don't just recognise diversity; we celebrate it. With a workforce spanning multiple global locations and over 80 nationalities, our workplace is a vibrant mosaic of cultures, languages, and traditions. We look forward to welcoming Dubai Duty Free into this inclusive community.
Our approach to inclusion is grounded in listening, learning, and lifting each other up. From hiring practices that focus on equal opportunity to training programmes that empower our employees regardless of background or gender, we foster an environment where every voice matters.
Muscat: Inclusivity in Motion - Muscat Marathon
Muscat Duty Free proudly sponsored children from the Oman Down Syndrome Association to participate in the kids’ race at the Muscat Marathon. This initiative reflects our commitment to inclusivity and community engagement.
Cyprus: Sustainability in Action
Cyprus Duty Free has embraced sustainability by adopting a local beehive to support biodiversity and raise awareness about the vital role of pollinators. This initiative, part of ARI’s ‘Planet, Product, People, Passenger’ strategy, is a powerful step toward a greener future.
Ireland: Community Spirit - St. Mary’s National School
In May 2025, ARI brought its community spirit to life at St. Mary’s National School in Oldtown through a vibrant 'Community Difference Day.' Over 40 ARI volunteers transformed the school grounds, creating an outdoor classroom, a horticultural garden, and a sensory quiet space, all in a single day. This project showcased ARI’s deep commitment to giving back and making a lasting impact in the communities we serve.
Bahrain: Learning Empowerment
In a meaningful step toward inclusive education and environmental responsibility, Bahrain Duty Free has donated refurbished laptops to the Hope Institute and local rehabilitation centres. This initiative supports students with special needs while promoting sustainability through the reuse of technology.
Our people Commitment to Dubai
At ARI, we’re creating more than just a workplace at Dubai Duty Free; we’re building a vibrant, inclusive community where everyone feels seen, heard, and valued. Whoever you are, wherever you’re from, you belong here.
Diversity, Equity & Inclusion: A Living Commitment
Our DE&I mission is to cultivate a global culture where differences are celebrated, fueling innovation, creativity, and joy in every customer interaction. At Dubai Duty Free, this mission will come to life through real, tangible actions.
How We Bring It to Life
Emiratisation: A Platform for Growth
We are excited about the opportunity to embed Emirati culture into our learning and development strategies, reflecting the spirit of Dubai while remaining rooted in the values of hospitality, pride in heritage, and innovation. Through tailored development pathways, mentorship programmes, and growth opportunities, we are committed to tapping into the potential of our colleagues and empowering them to thrive and grow within Dubai Duty Free.
Respect at the Core
Our Dignity and Mutual Respect at Work policy is the foundation of a safe and supportive environment. At Dubai Duty Free, we’re reinforcing this with a dedicated masterclass for people leaders—equipping them to lead with empathy, fairness, and cultural intelligence.
Together, We Rise
When every team member feels respected, empowered, and included, we all rise, and so does the joy we deliver to millions of travelers every year. At Dubai Duty Free, we’re not just embracing diversity; we’re building a future where everyone belongs.
Our brand vision
What we believe. How we behave. Why we exist. This framework is the backbone of our culture, and the reason we’re ready for Dubai Duty Free.
Our brand purpose
Our brand behaviours
We raise the bar
We go above and beyond to give our customers the best standard of service.
We work as a team
Our best results happen when we work towards common goals.
Our people values
Our brand principles
Brilliant at the essentials
Respecting each other’s value
Customers first
A service mindset
Our customers are our lifeline. We draw them into our world and exceed expectations at every touchpoint.
Work together
Partner success is our success
Collaboration is in our DNA. It's why so many partners around the world love working with us. We’re proof that the best results happen when working together.
To be the world’s favourite airport retailer and partner of choice.
To make airport shopping the most eagerly anticipated part of every journey, delivering exceptional experiences and sustainable value for all.
We never cut corners
We deliver on promises and exceed expectations. We’re sure of ourselves and what we can achieve.
We look beyond ordinary
We open our minds to bring new ideas and experiences to life.
Together we overcome challenges
Do things right
Honesty with integrity
We don’t need to pretend – what we have is real. Our history and heritage have built a reputation of honesty, delivered with integrity. We take pride in making our partners feel they’re in safe hands.
Think differently
A customer driven experience
We seek out new opportunities
We keep an eye on tomorrow and never stand still. It’s how we remain at the forefront of retail.
One size never fits all, neither does one store shape or one store layout. So, each of our global experiences are tailored around its customers – to always deliver something special and unique.
Always better
Look forward
A finger always on the pulse
We like to look forward and plan ahead, always consciously and sustainably. We’re not content with what we’ve done before. We get excited by thinking about what’s next; our next challenge, our next adventure and what our next success might be.
