Luxury phone retailer Vertu has revealed plans to open duty-free outlets around the world, with its first store now trading in Sanya, China. 

The store was launched in collaboration with China Duty Free Group (CDFG) and is located at Sanya International Duty Free Complex in Haitang Bay, Hainan Island. The company describes the store as a “hallmark destination” for discerning travellers looking for premium mobile gadgets.

A variety of high-end services and products are available in the store, with highlights including the launch of Metavertu and the channel-exclusive Ivertu line, as well as a British butler concierge service, exclusive to Vertu, that provides consumers access to their own personal assistant.

The company says Vertu’s duty-free stores serve as a venue for showcasing the company’s dedication to quality and elegance as well as meeting the particular requirements of luxury travellers.

In addition, the store is the first to provide a specifically designed Artificial Intelligence (AI) experience offering customers opportunities to interact with Vertu’s AI helper V-GPT to learn more about the “confluence of technology and luxury”.