Hudson Brings Iowa’s Spirit to Des Moines Airport as New Terminal Prepares for 2027

Written By: Tuhin Sarkar

Tuhin Sarkar

Tuhin Sarkar is a Senior Journalist at Travel and Tour World with more than 10 years of experience in travel and tourism journalism. A post-graduate in Journalism and Mass Communication from Jadavpur University, he combines strong research, industry knowledge and storytelling expertise to produce engaging, insightful and impactful travel news and fascinating feature stories.

See Full Bio

August 14, 2026 20:27 GMT+5:30

Image generated with Ai

Des Moines International Airport is set to give passengers a more distinctly local shopping experience when its new terminal opens in January 2027, with Hudson launching River & Grand, a retail concept combining Iowa-made products, famous local connections, travel essentials, food, technology and loyalty benefits.

How Is Hudson Changing the Retail Experience at Des Moines Airport?

Hudson is preparing for a major new phase at Des Moines International Airport after securing an eight-year agreement that will coincide with one of the most significant developments in the airport’s future, the opening of its new terminal in 2027, creating a retail environment designed to give passengers more than the conventional airport shopping experience. The company, which is part of global travel retail and food and beverage group Avolta, plans to use its long-established presence at DSM to introduce an experience shaped around Iowa’s identity, local enterprise and the changing expectations of modern travel.

The project centres on a simple idea: passengers should be able to experience something connected to the destination while moving through the airport, rather than finding the same products and store formats seen at numerous other travel hubs. This approach could give Des Moines a stronger point of differentiation in the increasingly competitive travel and tourism landscape, where airports are becoming important parts of the destination experience and a growing number of travellers expect terminals to reflect the places they are visiting.

What Is River & Grand by Hudson?

River & Grand by Hudson will be the company’s new locally inspired news, gifts and travel essentials concept at Des Moines International Airport, bringing together practical airport shopping with products and brands selected to reflect the creative character of Des Moines and Iowa. The store is scheduled to welcome passengers as part of the airport’s new terminal development in January 2027, creating a marketplace where travellers can purchase everything from useful travel items to gifts with a clear connection to the region.

The concept is particularly significant because it moves beyond a generic airport retail formula and puts local products at the centre of the passenger experience, potentially making the store a point of discovery for visitors arriving in Iowa as well as a convenient final stop for departing residents. For the wider tourism industry, this kind of destination-focused retail can help create stronger links between airports and local communities, giving small and established businesses another route to reach people travelling through one of the state’s most important gateways.

Which Local Businesses Will Be Part of the New Store?

Hudson plans to fill River & Grand with products from Des Moines’ creative and business community, with brands including RAYGUN, Bozz Prints, BLK & Bold, Clear Creek Orchard, Ironwood Candle Co. and Brown Dogs Farm expected to form part of the local offer. The selection will give passengers access to products created by businesses with regional roots, allowing travel through DSM to become an opportunity to discover Iowa-made goods and take home something more meaningful than a conventional souvenir.

For local producers and entrepreneurs, visibility inside an international airport can create an important commercial opportunity because airport passengers represent a broad mix of business travellers, holidaymakers, families and people making connections to destinations across the United States and beyond. The initiative therefore has implications beyond retail, as it connects travel and tourism with local economic development and gives the airport a role in promoting the people and businesses that contribute to Iowa’s wider identity.

How Will Iowa’s Sporting and Cultural Connections Be Featured?

Apparel will be another major element of the store, with Hudson planning to spotlight Iowa-linked stories through brands including HOMAGE, which will celebrate Des Moines-area native and WNBA star Caitlin Clark, and Baseballism, which pays tribute to the iconic film Field of Dreams. These products are expected to give passengers a choice of merchandise rooted in some of Iowa’s most recognisable cultural and sporting connections, helping the retail offer appeal to fans, visitors and travellers searching for distinctive gifts.

The inclusion of these references shows how airport shopping can also become part of destination storytelling, particularly when sport, film and popular culture have already helped create international recognition for a place. By combining those stories with practical travel retail, the new concept could help make the airport journey more memorable while supporting Iowa’s profile within the wider tourism market and offering visitors an immediate introduction to the state’s cultural connections.

What Else Will Passengers Be Able to Buy?

While local products will provide River & Grand with its distinctive personality, the store will also cater to the everyday needs of passengers by offering fresh food, better-for-you snacks and a wide selection of essential travel products. This broader mix is designed to ensure that the store works for passengers making a quick purchase before boarding just as effectively as it does for travellers with time to browse Iowa-inspired gifts and regional products.

Technology will also have a prominent place, with premium consumer electronics from Apple, Beats, Bose and Sony included in the retail selection, providing convenient access to products that passengers may need during their journeys. Combining electronics with food, gifts and travel necessities allows Hudson to create a comprehensive one-stop retail experience, reflecting the way modern airports increasingly serve as commercial spaces where convenience, comfort and passenger choice are closely linked.

How Will Technology Make Shopping Faster?

Hudson plans to incorporate digital engagement into the River & Grand experience, including self-checkout facilities that are expected to make purchasing quicker and more convenient for travellers facing tight boarding schedules. The technology could be especially valuable during peak periods, when speed and ease of service can directly influence whether passengers decide to shop before continuing their travel journey.

Passengers will also be able to use the Club Avolta loyalty programme, gaining access to exclusive offers, rewards and cross-promotions connected with the wider Avolta network. Loyalty programmes are becoming increasingly important across travel retail because they enable operators to create ongoing relationships with customers, rewarding repeat passengers while using digital services to make airport shopping more relevant across multiple journeys and destinations.

Why Does the New Store Matter for Travel and Tourism?

The River & Grand development illustrates how airport retail is evolving alongside the wider travel industry, with operators increasingly recognising that passengers want a terminal experience that is convenient but also connected to the destination itself. For tourism authorities and local businesses, this creates an opportunity to use airport spaces as showcases for regional products, culture and creativity, potentially shaping visitors’ impressions before they even leave the terminal.

Des Moines International Airport’s new terminal will therefore bring a fresh opportunity to combine infrastructure investment with destination identity, with Hudson’s locally focused store serving as one part of a broader passenger experience built around the future needs of aviation. As travel and tourism continue to place greater emphasis on authentic experiences and local connections, River & Grand could provide a strong example of how an airport retailer can support both passenger convenience and the communities that give a destination its individual character.

What Are Airport and Hudson Leaders Saying?

Steve Johnson, President and CEO, North America, Avolta, has highlighted Hudson’s long relationship with Des Moines International Airport and the company’s ambition to continue that connection as DSM enters a new era with its new terminal. He said River & Grand was designed to improve the passenger journey while creating a direct connection with the region and supporting the makers, entrepreneurs and brands that help define Iowa.

Brian Mulcahy, Chief Executive Officer of the Des Moines Airport Authority, has also emphasised the value of continuing the partnership, describing the new retail experience as distinctly Iowa and focused on local products, artisan goods and gifts inspired by the state. His comments reflect the airport’s wider effort to ensure that its new terminal supports the businesses and communities connected with DSM while delivering a stronger and more distinctive experience for people using the airport for travel and tourism.

Comment from Vedika Keshan, Associate Editor, Travel And Tour World

“Hudson’s latest development at Des Moines International Airport shows why the future of airport retail must be built around both convenience and a genuine sense of place. River & Grand has the potential to turn an ordinary shopping stop into an introduction to Iowa, giving travellers access to local makers, regional brands, cultural stories and useful travel products within one carefully designed space. The project is also encouraging for tourism because it places local businesses directly in front of a diverse audience of passengers, proving that a modern airport can support economic growth, destination promotion and an enjoyable passenger experience at the same time.”

Frequently Asked Questions

When will River & Grand by Hudson open at Des Moines International Airport?

The new River & Grand concept is planned to open with Des Moines International Airport’s new terminal in January 2027.

How long will Hudson operate under the new agreement?

Hudson has won an eight-year contract at Des Moines International Airport.

What makes River & Grand different from a standard airport shop?

The store will focus strongly on Iowa-made and locally connected products while also selling food, travel essentials, gifts and premium electronics.

Which local brands are expected to feature?

The retail concept will include products from RAYGUN, Bozz Prints, BLK & Bold, Clear Creek Orchard, Ironwood Candle Co. and Brown Dogs Farm.

What technology and loyalty benefits will be available?

Passengers will have access to self-checkout technology and the Club Avolta loyalty programme, which provides selected offers, rewards and cross-promotional benefits.