Heinemann opens its biggest ever store at Copenhagen

Gavin Lipsith

Print Article E-Mail Article E-Mail Author

The company’s new Travel Retail Denmark store opened at Copenhagen Kastrup airport earlier today (June 1), marking several firsts for retailer and airport

Gebr Heinemann unveiled its new 2,500sq m (26,900sq ft) walk-through tax- and duty-free store at Copenhagen Kastrup airport earlier today. The shop, Heinemann’s biggest to date, was filled with Danish tourists taking advantage of the long weekend to make trips abroad. The travelling Danes witnessed several firsts for Copenhagen airport and for Heinemann. The walk-through store features dedicated landmark areas for exclusive products, new items and special offers. Each of the 40sq m (430sq ft) islands offers a multi-category selection under the fascias Airport Specials, Special Offers and New. There is also an area dedicated to Scandinavian products at the heart of the shop. And tried and tested Heinemann concepts, including its Beauty Lounge, also feature in the new store.

            

Heinemann retail director Raoul Spanger was at the store to witness the reaction of passengers. He told RavenFox.com: “It seems to be working well. There are a lot of passengers using the store, partly because it is a busy day at the airport. Also most are following the loop [pathway through the store] which is encouraging, it shows they understand the layout.

Spanger told delegates to the Nordic Travel Retail Seminar in Copenhagen yesterday that the innovations at the store were the result of consumer research – although not in the traditional sense. “We know very well what consumers want because we do a lot of research. What we didn’t know was what non-consumers wanted, why they weren’t shopping. We found out that they thought there was nothing new or exclusive. There was, but it was not visible, so these new features make sure they are visible.”

Heinemann took over the airport’s duty-free contract from The Nuance Group on March 1.