Travel retailer Hudson Group rebrands

Airport retailer Hudson Group, based in East Rutherford, has been rebranded Hudson.

Hudson unveiled a new brand identity Monday to reflect its focus on travelers’ evolving needs.

Hudson operates more than 1,000 stores in airports, commuter hubs, landmarks and tourist destinations around the country. Over 30 years, it evolved from a handful of LaGuardia Airport newsstands to where it is today.

“While Hudson’s original logo reflected the times in which it was created, and has served the company well, it’s time to introduce travelers to Hudson’s new look, feel and identity that reinforces our foundation and showcases where our brand is going,” said Hope Remoundos, executive vice president and chief marketing officer at Hudson. “Our new identity is sophisticated and confident, with a welcoming visual representation of the company’s DNA that perfectly spotlights our people, brands, locations and, most importantly, our customers, and strengthens Hudson’s authentic connection to travelers.”

The windows that make up the new logo’s design represents the four cornerstones of the business and together form the letter “H.”

“Airports are much more than where flights begin and end. We aspire to create new solutions, roll up our sleeves and get to work, empowering every member of our team to exceed travelers’ expectations,” Chief Executive Officer Roger Fordyce said in a statement. “I’ve been with the company since the beginning, and I’m proud to have been part of Hudson’s journey, which has provided us with new worlds of opportunity to explore.”

Hudson engaged global brand-strategy firm Siegel+Gale for the rebranding. Siegel+Gale helped Hudson develop a brand strategy, voice and visual identity to tap into the brand’s three-decade growth journey.