San José Mineta International Airport rolled out four new stores across its two terminals this week, part of a retail overhaul that ties Silicon Valley's tech-forward image to snacks and goods sourced right from Santa Clara County. PLAZA DE SAN JOSE opened at Gate 13 in Terminal A, while The Goods @ SJC featuring Hip & Humble, SJC Exchange, and Poppy's Essentials Market all opened across Gates 19, 26, and 33 in Terminal B.
According to the San José Mineta International Airport, the retail operator behind all four grand openings was Paradies Lagardère, which celebrated the debuts this week with a post declaring SJC is in its “retail makeover era” and ready to offer travelers snacks, fashion and local goods. The four openings mark the latest visible milestone in a much larger overhaul: a 12-year retail concessions agreement that the San José City Council approved in March 2025, bringing Paradies Lagardère and Hudson on board for a $16.9 million capital build-out spanning 12 retail spaces, as reported by TRBusiness.
In our retail makeover era 💅✈️@PLshopdinefly had FOUR grand opening celebrations yesterday for their new SJC stores! That's right, shopaholics, SJC is ready for you with a variety of new stores offering snacks, fashion and local goods 😍🛍️ pic.twitter.com/M4DTRYLjhU
— San José Mineta International Airport (SJC) (@FlySJC) August 28, 2026
A Robotic Smoothie Bar and Local Flavor
PLAZA DE SAN JOSE, the Terminal A market at Gate 13, pairs an integrated iStore Express with an automated, self-serve robotic machine from Smoodi that blends 100% real fruit smoothies in under 60 seconds, according to Future Travel Experience. The market's own signage bills it as a spot for fresh food to go, and it joins SJC Exchange in Terminal B, which pairs energy drinks and snacks with a chill-out vibe under Red Bull branding, and Poppy's Essentials Market, which is running introductory discounts on cold beverages and grab-and-go items.
Under the terms of the concession agreement, every grab-and-go food item sold in the new stores must be sourced from within Santa Clara County, per the airport's own release cited by the Moodie Davitt Report. That local-sourcing mandate is meant to put regional vendors front and center for travelers passing through, rather than the generic national chains found in many U.S. terminals.
A Utah Boutique Joins the Terminal B Lineup
The Goods @ SJC featuring Hip & Humble brings the Utah-based boutique retailer into SJC, adding San Jose to a growing national airport footprint that already includes Salt Lake City, Charlotte Douglas, Detroit Metropolitan, and Fort Lauderdale, according to AMAC. Hip & Humble's storefront branding appears alongside Paradies Lagardère and Good & Co. signage inside the new Terminal B space, reflecting the boutique's evolution from a single Salt Lake City shop into an airport retail brand through its partnership with the master concessionaire.
Paradies Lagardère, the operator managing all four new SJC shops, is the North American travel retail arm of France's Lagardère Group and runs more than 700 retail stores, restaurants, and bars across over 90 airports, per AMAC's reporting. The company co-manages SJC's broader concessions program alongside Avolta subsidiary Hudson under the same 12-year agreement.
Money, Diversity Goals, and a Bigger Bay Area Moment
The concession deal guarantees $48,430,250 in minimum total revenue to SJC over its 12-year term, working out to an annual minimum guarantee of $4,843,025 — a 20% increase over fiscal year 2024–2025 baseline revenues, the airport has said. The program has also driven an almost 50% increase in participation by Airport Concession Disadvantaged Business Enterprises compared to SJC's previous concession lineup, according to a report from Airport X.
San José Mayor Matt Mahan noted in March 2025 that the retail overhaul was timed to accommodate millions of travelers expected in the Bay Area for major 2026 sporting events, including Super Bowl LX, the NCAA Men's Basketball tournament, and the FIFA World Cup. The four store openings follow a string of Terminal B dining additions earlier this year, including Bad Egg Breakfast Bar, Asian Box, and Mi Casa Cantina, showing the retail rollout is one piece of a broader, multi-phase refresh across both of SJC's terminals.
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