Bahrain Duty Free is to be re-launched with a new look and logo in November when it moves into a new 3,000-square-metre complex.
The new location, which is 70 per cent larger than the existing site is under construction at the Bahrain International Airport.
It has been designed by interior decorators Kontra.
The shops will be located between the 14th and 15th gates to target impulse buyers.
"The duty free is about 10 years old now and needed renovation, but we decided to invest in a new complex instead," shopfloor manager Adel Redha said.
"From a retailing point of view the move makes a lot of sense. Currently the duty free is located in a separate area and many passengers don't even visit it.
"By placing the duty free among the gates, we are making it more convenient for passengers to shop."
The hall leading to the gates has been enlarged to accommodate the sales area. "The new larger duty free will provide jobs for about 100 extra people, in addition to the 250 already employed," said Redha.
The management are hoping to offer transit passengers a taste of Bahrain and give tourists the chance to pick up last-minute souvenirs too. "Travellers will get a glimpse of modernised Bahrain, as well as a taste of the past in a new traditional arts and crafts section," he said.
"This section will have a traditional look and we will hire traditional handicrafts experts to work in it.
"They will be the only employees who won't be required to wear the uniform and instead will be dressed in traditional garb."
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