Brazilian airport retail has been greatly affected by several crises, whether economic or sanitary, such as COVID-19. This sector has been monopolized for decades by Dufry do Brasil (Ex-Brasif) and has great difficulties in entering new competitors due to several barriers of entry as very long concession contracts with a large existing lobby. The following study seeks to explore Dufry s international stores at Galeão airport in Rio de Janeiro. The stores have undergone major overhauls since 2016, implementing the walkthrough model, where passengers cross, compulsorily through the stores to reach either the boarding gates or the exit of the restricted area on arrival. One of the main points to be explored is the fact that the company has not developed over time new sales channels and has stagnated its business model in recent years. Through interviews with customers and employees of the company, we seek to understand how these new consumption habits are carried out and the importance of companies adapting quickly to a loss of more than 90 percent of passengers during the period of the health pandemic in 2020 and 2021. The main focus of the study is to seek solutions beyond the shelf, exploring the brand and its positioning. In addition, the study aims to explore the feasibility of a direct expansion to the e-commerce channel and its possible barriers to the business model itself. In addition, it is seen as necessary, revisit the company s culture and score improvements so that there is the best quality of service bringing a faster return of revenues lost in the quarantine period and international passenger blockades.