Travel Retail Highlights IV
“A kind of homecoming”
With the slogan ‘Ten years later and greater’, Gebr. Heinemann has celebrated its return to Düsseldorf Airport after a decade-long absence. The company hosted guests for an inauguration on 7 September that saw the unveiling of four elegantly refurbished duty free and travel value stores covering 3,700sq m of retail space.
The shops are characterised by a strong Sense of Place, with the design inspired by the Rhine metropolis of Düsseldorf and its surrounding areas.
Heinemann secured the contract for these duty free stores in January, taking over from Dufry Group company World Duty Free, which had succeeded the German travel retailer in 2013.
A new era for duty free at Düsseldorf Airport: Entrance to the flagship Heinemann store in Terminal C
The previous collaboration between Heinemann and the airport ran for 20 years from 1992 until the end of 2012.
The non-Schengen shop in Terminal C – at 1,300sq m the largest of the stores – is modelled on the well-known Düsseldorf boulevard Königsallee, a shopping avenue in the city lined with global designer brand flagship stores.
Appropriately then, a large assortment of premium brands such as Chanel, Dior and Lancôme are prominent in the store with their own bespoke areas.
Pictured at the official opening ceremony are (left to right) Düsseldorf Airport CEO Lars Redeligx, Düsseldorf Airport Managing Director Real Estate Anja Dauser, Heinemann Düsseldorf Managing Director Gordana Schiel and Gebr. Heinemann Chief Sales Officer Florian Seidel
The shop on level 1 at Terminal B has an ‘urban chic’ theme. Here, the focus is on the young and vibrant image of Düsseldorf, reflected for example in the large and colourful graffiti artwork by the shop entrance.
The shop on level 2 in the same terminal, an ode to the old town of Düsseldorf on the banks of the river Rhine, adds a special flair with its design features which include walls with a brick finish.
Art is the inspiration behind the store in Terminal A, where an installation of ribbons welcomes travellers at the entrance.
A graffiti artist painted this artwork over five days next to the entrance of one of the new stores, attracting much interest from travellers.
Comment: Localisation, sustainability and newness are key themes at the new Heinemann store in Düsseldorf. Regional brands take prominence throughout, among them Killepitsch, Rhein Gin and Siegfried Gin, which can be found in the ‘Local Heroes’ areas of the shops.
The airport company emphasised how it wanted to be positioned as an “ambassador” for the city and Rhine region – and its key retail partner has responded.
The redesign of the stores also places emphasis on sustainable furnishings. All items were manufactured to have a long service life, consume few resources and minimise the company’s carbon footprint.
Not only that but the Heinemann retail offer includes the pilot of a new initiative named ‘Test & Learn’. The idea is to promote new brands, for example those which have recently come into prominence on social media.
Such brands are being given the opportunity to present their products to travellers for a limited period, giving them their first break into the travel retail channel or which are available at a very limited number of locations. Early examples include Niche Beauty Lab, Acnemy and The Glow. It’s an encouraging initiative that should help deliver newness and more choice to the offer.
Partner's message
Partner's message
The Moodie Davitt eZine
Issue 326 | 11 September 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com