Heinemann reveals new fascia at Hamburg

Nicole Mezzasalma

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The operator will present its own branded concept for the first time at the new Airport Plaza at Hamburg airport in December

German retailer Gebr Heinemann has unveiled plans to introduce a new fascia at its 1,400sq m (15,069sq ft) walk-through store at the new Airport Plaza commercial zone at Hamburg airport, due to open in early December. The company described the new Heinemann Duty Free branding as an upgrade of its Travel Value & Duty Free Shops concept.

Gebr Heinemann co-owner Gunnar Heinemann said: “Our aim is to give the duty-free business a face. We want customers to make a conscious choice in favour of Heinemann and to feel loyal to the brand. The new Airport Plaza is the ideal place to launch our new brand as Hamburg is where we are based.”

The new Heinemann Duty Free store will offer regularly changing displays in four promotional areas, as Gebr Heinemann retail director Raoul Spanger explained: “Heinemann will serve as an international trend scout for travellers. We will seek exclusive new products worldwide and present them here on our stages at Hamburg airport. Because we are active worldwide and we have built an efficient logistics chain, we can be up to date with our promotions.”

Heinemann has also devoted attention to the quality of the materials used in the shelving and floor coverings, which will help mark the sales area according to category. Luxury brands such as Hermès and Bvlgari will be featured in branded shop-in-shops. “We have decided to bring together all the assortments in Heinemann Duty Free”, added Spanger.

The Heinemann Duty Free outlet will be located directly after the central security checkpoint of the new terminal, which is part of Hamburg airport’s drive to ensure that passengers can reach their planes within 30 minutes of arriving at the facility. To achieve that, the retailer promises that the checkout process at its new store will take only 30 seconds [as previously reported in DFNI February 2008]. Customers will also be able to pre-order online or by phone, collecting their purchases as they pass through the store. In addition, in-store information boards will keep passengers aware of departure times and the number of minutes needed to walk to the gates.

Spanger is confident the new store will impress travellers: “Passengers are set to encounter a shop unlike any they have seen before at an airport. We are delighted to be able to stage this world premiere at our home airport. After Hamburg, we will apply our new image to all Heinemann shops worldwide over the next few years.” The company added that further projects are already planned at airports in Germany and Austria.

Heinemann also plans to open a new landside arrivals store offering fine fragrances and natural cosmetics, plus a selection of accessories. The 1040 Beauty Project outlet is named after the year in which the French city of perfume, Grasse, was officially founded, and will feature baroque elements and modern design. A 180sq m (1,937sq ft) Esprit boutique will also open in the same area.