3Sixty Brand Guidelines: DFASS, a 1987 Inflight Start and a Radar-Sweep Logo

One airline account in 1987.

3Sixty began as Duty Free Air & Ship Supply, or DFASS, founded in 1987 by the Miami entrepreneur Bernard “Benny” Klepach. The Moodie Davitt Report, the travel-retail trade publication, wrote in 2018 that he started with a single airline duty-free account, and in 2024 that the company “began life as an inflight retail specialist.” The trade press describes the business as Miami-based; Fort Lauderdale–Hollywood International is one of the airports where it runs stores.

Inflight sales remain the core of its story. On its own website 3Sixty describes itself as the largest in-flight duty-free specialty retailer anywhere, a claim we give as the company’s own, and says it employs more than 600 full-time staff on five continents through a network of 120 packing and fulfilment stations and retail stores. At the 2018 relaunch Klepach said the company oversaw more than 30 inflight duty-free concessions. Its website names airline partners including Air Canada, Avianca, Singapore Airlines and Virgin Atlantic, and in 2024 The Moodie Davitt Report reported that it had won the inflight business of Thai Airways the year before, followed by a partnership with Thai VietJet Air. The company says it won Inflight & Omnichannel Retailer of the Year at the 2024 Frontier Awards, held in Cannes on 1 October 2024.

Ownership changed twice in recent years. In October 2019 Hotel Shilla, parent of The Shilla Duty Free, agreed to take 44% of 3Sixty’s holding company, and the deal closed in April 2020, The Moodie Davitt Report reported; that publication’s 2019 report noted an earlier agreement in principle from March 2015 that the two sides ended in mid-2017, while its 2026 reports date Shilla’s stake to 2015. In February 2026 it reported that 3Sixty had bought the 44% stake back in December 2025, and Shilla told the publication the sale reflected a focus on its core businesses.

Airports and cruise ports.

Over the past decade the company has added ground stores to its inflight business. In April 2019 The Moodie Davitt Report listed duty-free and duty-paid concessions at Chicago O’Hare, Newark, Orlando, Fort Lauderdale, Denver, Dallas/Fort Worth, Ottawa and Philadelphia, as well as cruise-port stores in Singapore, at Cozumel and Puerto Progreso in Mexico, and at Harvest Caye in Belize, with a store at Mahahual to follow. The company’s website adds Raleigh/Durham, Colombia and Belize, and Ontario, California.

Several openings are dated. On 19 September 2022 3Sixty opened a store in Orlando International Airport’s new Terminal C, selling liquor and tobacco, perfumes and cosmetics, confectionery, and fashion and accessories, with pre-order and other omnichannel services; the company said it would mark ten years with Orlando in 2023. In 2022 the Ontario International Airport Authority gave it a ten-year duty-free concession in Terminal 2, its first West Coast operation, and by April 2024 it had refurbished its central store at Dallas Fort Worth, the largest duty-free store in its US network, The Moodie Davitt Report reported. The same 2024 report described a five-year agreement at Pereira in Colombia, a store at the new Tulum International Airport in Mexico, operated for a joint venture led by the CPQ Group, and a 30-store business along the US–Mexico border that 3Sixty manages under the Alamo name.

3Sixty also invests in airline e-commerce. In 2019 The Moodie Davitt Report described it as a 15% shareholder in KrisShop, the Singapore-based retail venture linked to Singapore Airlines. Its website names Kevin Goldfarb as chief executive and Klepach as executive chairman, and lists its channels as inflight duty free and buy-on-board programmes, airport and cruise-port stores, and specialty shops.

How travel retailers present themselves.

Most companies in travel retail and travel dining sell under other names as well as their own. HMSHost, part of Avolta, says it works with more than 400 international, regional, local and proprietary brands, and SSP divides its portfolio between concepts it has created and brands it franchises from other companies, according to their websites. Their corporate sites speak to two audiences at once: HMSHost’s has pages for business developers and partners, and SSP’s has sections on its markets, its brands and its investors, alongside the restaurant and shop names a traveller actually sees.

Trade press describes the units themselves in practical terms. Reports in The Moodie Davitt Report give a venue’s floor area, its seat count, whether it sits airside or landside and how many self-order kiosks it has, as in its March 2025 account of a 65-seat Shake Shack at Boston Logan. They often stress local character too: SSP’s November 2026 opening at Auckland Airport was described as a coffee-led café drawing on New Zealand’s coffee culture.

Industry awards give design its own categories. The 2025 FAB Awards, organised by The Moodie Davitt Report, included Airport Restaurant Design of the Year and Airport Food Hall of the Year, according to SSP’s list of its wins, and HMSHost lists airport bar and restaurant awards from readers’ polls and trade titles on its own site. Motorway sites mix the same elements: in 2021 the same publication described HMSHost’s American service areas as combining branded food and drink concepts with convenience retail.

Ownership is part of the story these companies tell. HMSHost explains that it joined Avolta in 2023 after Dufry and Autogrill combined, and SSP’s history page runs from an airline catering division founded in 1961 to a London listing in 2014. This guide sets out who founded each company, who owns it now and which brands it runs, and keeps each company’s own claims apart from what independent dated sources report.

A radar sweep and “Duty Free & More.”

The 3Sixty name dates from 18 October 2018, when DFASS Group unveiled a new corporate identity at Miami’s Alfred I. Dupont Building, The Moodie Davitt Report reported. The company commissioned the UK design firm Designhouse for the rebrand, the result of a 14-month project, and said the name referred to the global reach and full range of services and goods the business offers. It described the half-numeric, half-letter name as more distinct and memorable, and added the strapline “Duty Free & More” to leave room for growth beyond duty free.

The logo uses a radar sweep graphic, which the company said shows a business that keeps evolving, looks outwards and scans for opportunities. Klepach linked the new name to e-commerce and to home delivery, telling the publication that the industry was going through a generational change. The first store to carry the new name opened at Charlotte Douglas International Airport in April 2019, with new storefront signage and in-store marketing material, and the company said two Dallas Fort Worth stores due later that year had been designed around the new brand elements. The company’s website still carries the line “previously the DFASS Group,” and credits Designhouse with the site’s design.

For a design guide, 3Sixty shows how a renamed company can carry a long history into a short, number-led name, with one graphic idea, the radar sweep, standing for reach in the air and on the ground. Compare DFS, another long-established duty-free retailer, and Avolta, the Swiss travel-retail group formed from Dufry and Autogrill. For this guide we use a radar deep blue, a sweep teal and a signal coral with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep 3Sixty’s identity on hand — save it to a board in the Made Good inspiration library.