West Virginia Living Co. Marks Six Months of Bringing W.Va. Charm to PIT

Passengers arriving at Pittsburgh International Airport and heading toward their vehicles or transportation are greeted to the region, in part, by the charm of nearby West Virginia.

Located on the arrivals level in the new terminal, the West Virginia Living Co. concession kiosk — a partnership between PIT, the Claude Worthington Benedum Foundation and New South Media — has welcomed travelers for six months by showcasing West Virginia products and pride.

For many traveling through PIT, Pittsburgh is not their home city. PIT is the nearest international airport for parts of West Virginia and Ohio, and as a gateway to Appalachia, it is dedicated to ensuring passengers can see the roots of their home, not only in the rolling hills and native trees reflected in the new terminal architecture, but also in its chosen retail partners.

West Virginia Living Co. is a lifestyle retail brand that sells curated West Virginia-made goods. The shop is operated by Morgantown, W.Va.-based New South Media, the parent company behind WV Living Magazine, and aims to highlight local artisans by carrying over 70 different “mountain-made” products.

“Our mission has been to tell a more complete story about West Virginia — one that reflects the creativity, entrepreneurship, craftsmanship and innovation that exist in every corner of our state,” said New South Media President Nikki Bowman-Mills. “Even if someone leaves with nothing more than a locally made chocolate bar or a magazine, they’ve taken a small piece of Appalachia with them.”

The concept for the shop was born from a brainstorming session between PIT CEO Christina Cassotis, Benedum Foundation President Jen Giovannitti, and Bowman-Mills.

The retail pilot program implementation marked the latest chapter in the airport’s longstanding collaboration with the Pittsburgh-based Benedum Foundation, a charitable organization dedicated to fostering meaningful human experiences across West Virginia and southwestern Pennsylvania.

In 2023, the Benedum Foundation granted $200,000 to support the development of La Petite Academy, PIT’s onsite childcare center. Improving educational outcomes for children and breaking down barriers for women and young families to enter the workforce are core components of the foundation’s vision.

“La Petite Academy is a game-changer for our region, because it makes good jobs more accessible to families with children, and it sets a new standard for airports everywhere,” Giovannitti said.

READ MORE: La Petite Academy at PIT Enrollment Now Open to the Public

The store’s success also highlights PIT’s commitment to working with concessionaires. West Virginia Living Co.’s shop is its first-ever physical location. For a small business, opening in an airport can be a daunting prospect: airports come with regulatory and operational hurdles that are complex even for seasoned retailers. PIT partnered closely with both West Virginia Living Co. and the Benedum Foundation throughout the process, helping navigate challenges as they brought the storefront to life.

And what do passengers think of West Virginia Living Co.?

“To our surprise, a kiosk can bring people to tears,” Giovannitti said. “People feel proud, nostalgic, and delighted to see the West Virginia culture represented in such an important location.”