Heinemann Australia launched the largest standalone duty free airport store in the world at Sydney Airport’s revamped T1 international terminal last Friday.
The store is set over 8000sqm in the departure zone of the airport and houses more than 700 international and local brands. The new fashion and accessories zone unveiled at last week’s opening showcases an extensive range of international fashion, jewellery, watch and sunglasses brands including Bally, MCM, Furla, Salvatore Ferragamo, Kailis, GirardPerregaux, Fendi, Zegna and Jimmy Choo.
Speaking to KRGS Doors, Max Heinemann, CEO, Heinemann Asia Pacific and Constantin Wiesmann, MD, Heinemann Australia, said Sydney was an ‘emotional and logical’ fit. “Sydney is a world-class experience, on the list of top cities to travel in the world,” said Wiesmann. “The options for dining, quality of coffee, bars and restaurants is outstanding and it speaks for people who enjoy life; and duty free shopping is about enjoyment.”
Australian brands and designers are also included at the new retail precinct, with Heinemann asserting ‘local heroes’ are important considerations in new markets. “This is something that we put into the DNA of the Heinemann brand retail experience,” said Heinemann. The new fashion area features Aussie designers and brands not previously available at Australian airports including a selection of jewellery by Samantha Wills; and new season fashion ranges by Alice McCall and Seafolly.
The company’s global strategy involves combining international brands across specialty cosmetics, beverages and fashion accessories from Heinemann’s long-established brand relationships; in conjunction with local businesses to ‘capture the local idea.’ “Travel retail is about international luxury brands offered in a beautiful environment for better prices than downtown, that’s the key of our business,” said Wiesmann.
The company said it has a clear focus on Sydney in the immediate but will keep their finger on the local pulse for future opportunities and locations that align with their strategy. “It’s all about the right timing and when we feel comfortable to take that step,” said Heinemann.
Heinemann is looking to cater for all demographics at the new destination, with its extensive product range including international entrants. “For us it’s important for no matter where you go in the world, every traveller should feel welcome at Heinemann duty free,” said Wiesmann. “For someone looking for a $20,000 dollar watch we have it and also being able to offer someone looking for a good offer on a bottle of vodka — it’s about catering to all demographics that we find under one roof and having the biggest duty free shop in the world allows us to do that.”
The new retail emporium also includes a premium spirits lounge, tasting bar, gifting section, and an area targeted towards male passengers with men’s grooming products, fashion and accessories calledMen@Work. Heinemann first signed as Sydney Airport’s duty free partner in February 2015 and has five duty free stores at T1. A sixth and final store is scheduled for late 2016.
Heinemann Australia is the wholly-owned subsidiary of Gebr. Heinemann, the 137 year old European market leader and third largest distributor of duty-free products globally.