Gebr. Heinemann Talking Points VI
Supply chain and the assortment – “Think big, act boldly and learn fast”
With its brand partners, Gebr. Heinemann has come through the supply chain problems of the past two years relatively well, though more work remains, said Co-CEO Raoul Spanger.
From a fulfilment rate of around 65% in June last year, it climbed to 77% in January and 87% by March.
Spanger said: “This includes an investment of €80 million in stocks and in reserves to be on the safe side. Also from having a three-month forecast with all our suppliers, we have now six months. That is a big difference.
“Be concrete, permanent in dialogue and create better forecasts – that is how we move forward,” said Spanger. “Where our cooperation on the supplier side is good, our fulfilment rate has always been better. We are tighter and better organised that ever now.”
The retailer has big plans to develop the assortment at its new-look Oslo stores
Chief Commercial Officer Dr. Dirk Schneider also addressed the future of assortments in the annual report.
“Think big, act boldly and learn fast” was one key message. Schneider said: “We now need partners who are willing to make change happen. Partners who are creators and not administrators. This could also mean that they join us in experimenting with what lies off the beaten track in travel retail. We are asking ourselves what the travelling consumers of tomorrow need and how we can excite them? And then it’s a matter of courageously trying out new things.”
The Düsseldorf Airport opening this Summer, like Heinemann’s Sydney and Oslo investments, represents an opportunity to add newness and excitement.
Schneider said: “After the refurbishment in Düsseldorf, we will offer significantly more brands and put a big focus on regional assortments, travel exclusives and even Düsseldorf exclusives. In addition, we will offer frequently changing assortments and set up dedicated areas for trends and new brands.”
Extending the reach of localised products at Oslo Airport
Newness at Sydney Airport (as featured in our on location report from February) includes Chanel les Exclusifs and Dior La Collection Privée – both available for the first time and exclusively in travel retail in Oceania with Heinemann. In the fashion segment, there are newly listed line such as Vetements, Chloé, Kenzo and MM6 Maison Margiela.
Previewing the new Norway offer, Schneider highlighted regionally-inspired shop design, plus a focus on categories such as wine with a newly created wine room.
“Together with the global bestseller brands we also offer attractive assortments of local manufacturers, like Norwegian beers and ciders, skincare and make up as well as knitwear. Travellers can browse a wider assortment than before offered within the new cross-category concepts. Among the highlights of the new shops, we present global trends such as Kylie Cosmetics. Sustainable and conscious offers will be available in the shop and online.”
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The Moodie Davitt eZine
Issue 323 | 5 May 2023
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