Jeddah Duty Free
Inspired by earth, sea and sky – Jeddah Duty Free’s grand vision becomes reality
The Moodie Davitt Report President Dermot Davitt was on hand for the inauguration of Jeddah Duty Free’s new airside space last week; we bring you his impressions of the store and key categories, plus reaction from partners in the retail JV and the airport company.
“With this step we move forward with ambition and vision – raising the quality of services for our passengers and positioning ourselves among the leading airports of the world.”
So said Jeddah Airports CEO Engr Mazen Johar last week (17 September) as JAH Arabia International Duty Free officially inaugurated an expansive, elegant and experiential Jeddah Duty Free store at King Abdulaziz International Airport (KAIA).
The 6,000sq m departures retail environment in Terminal 1 (retail spans 11,500sq m across the airport) houses many memorable local flourishes in design and offer, balanced by a strong presence from global brands, and embellished by a series of first-to-market concepts.
The store, managed by the JAH Arabia joint venture between Gebr. Heinemann, Jordanian Duty-Free Shops and Saudi partner Astra Group, breaks new ground for airport duty-free in the Kingdom in terms of design, use of digital, breadth of brands across luxury, beauty and destination goods.
Jeddah Airports and Jeddah Duty Free stakeholders Gebr. Heinemann, Jordanian Duty Free Shops and Astra Group mark the inauguration in time-honoured style. Pictured from left are H. E. Ambassador Mohammed Salah Hamid, Consul General of the Hashimite Kingdom of Jordan; Andrea Christ, Consul General of the Federal Republic of Germany in Jeddah; Astra Group Chairman Sabih Masri, Jeddah Airports Chairman Raed Al-Mudaiheem; Jeddah Airports CEO Engr Mazen Johar; JAH Arabia International Duty Free CEO Simon Forde; Gebr. Heinemann Co-CEO Max Heinemann; Jordanian Duty Free Shops Chairman of the Board H. E. Ayman Riad Al-Mufleh; Gebr. Heinemann Chief Sales Officer Florian Seidel and Jordanian Duty Free Shops CEO Haitham Al Majali.
Engr Mazn added, “This space, which brings together nearly 500 global and local brands, offers passengers an exceptional shopping experience, elevating their journey while aligning with the objectives of the National Aviation Strategy under Saudi Arabia’s Vision 2030.
“The launch of duty free will boost revenues, diversify income streams and support the local economy, while helping us achieve our future goals of attracting greater international investment.
“It will raise the global ranking of our airport, bringing us closer to our aspiration of becoming a leading international hub.”
On how each partner contributed, JAH Arabia International Duty Free CEO Simon Forde said: “Gebr. Heinemann’s dedicated team provided the design concept and the categories, Jordanian Duty Free delivered much-needed regional expertise, while Astra Group supplied administration, local needs, a wide network in the Kingdom and they ultimately built the shops. It is a true three-way partnership.”
He also saluted the teams that made it happen, from the multinational management team but especially the all-Saudi frontline workforce of around 400.
Forde said, “The concept is beautiful but we need product so we have brought in the best-in-class of duty-free categories as well as regional products.
Marking the grand opening together are (from left) JAH Arabia International Duty Free CEO Simon Forde; Gebr. Heinemann Chief Sales Officer Florian Seidel; Gebr. Heinemann Co-CEO Max Heinemann; JAH Arabia International Duty Free Chief Commercial Officer Oleksandr Kolomytsev; Head of Heinemann MEA DMCC Oleksandr Shevchenko; Heinemann MEA CEO Bernard Schlafstein; Gebr. Heinemann Head of Design Concept Juan Hildebrandt; JAH Arabia International Duty Free COO Alan Magan; and Jeddah Airports Commercial Director Projects Steve O’Connor
From left: JAH Arabia International Duty Free CEO Simon Forde, Jeddah Airports CEO Engr Mazen Johar and Gebr. Heinemann Co-CEO Max Heinemann salute their partnership
“It was important to offer something different. The Scents of Jeddah are unique to Jeddah Airport. We have collaborations that are unique in the GCC, such as M&Ms and Kate Spade, and we have the first Swarovski Created Diamonds concept in the region.”
Forde also touched on the digital opportunity. He said, “Duty free continues to be more about brick than click, but next year we will launch a shopping experience that is web-based and on the app, which will take us to the forefront of regional duty frees.”
Within the duty-free environment, an eye-catching digital feature is the wraparound LED screen that highlights national days and allows for various other promotions on a rolling basis.
Assessing performance and trends to date, Forde said that during the transition from temporary to permanent stores sales hit records on some days. He added that he was confident the business would hit projections with work on the stores substantially complete.
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A special cake with a nautical theme honours the occasion
Partner’s message
Partner’s message
The Moodie Davitt eZine
Issue 347 | 26 September 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © 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 email kristyn@moodiedavittreport.com