Cathay Pacific plans to set up its first hybrid retail-concept store, selling exclusive branded products by the end of the year at a Swire Properties mall. Customer Lifestyle Director of Cathay Pacific Paul Smitton said lifestyle business will continue to develop and become the fourth business pillar for Cathay Pacific in the future, operating independently yet offering synergies with other core businesses. Cathay Pacific, Marco Polo Club and Asia Miles have been consolidated under the Cathay brand, under which the “miles+cash” consumption model launched last year has seen incredible growth. The brand now has 12 million members and covers not only the rewards programme but also payment, dining, shopping, travel and fitness and wellness services.