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December 8, 2009 - Heinemann Duty Free lands at Frankfurt Airport

It’s premiere time in Frankfurt. For the first time, Heinemann Duty Free has unveiled a world of surprises and excellent service at one of the world’s largest international airports. Today, in the company of Dr. Stefan Schulte, the chief executive officer of Fraport AG, Claus and Gunnar Heinemann opened the first Heinemann Duty Free Shop in Frankfurt.

The Heinemann name glitters in blue, red, and silver above the entrance to the brand new, 900-square-metre Duty Free shop in the transit area of Terminal 1B. “We want to earn the loyalty of our customers through our family name. Customers should be aware that they are choosing Heinemann,” explains the company’s owner, Gunnar Heinemann, who will invest over 20 million euros at Frankfurt Airport until the end of 2012. “We are giving duty free a face and adding personality to the business. We are the only family-owned business in the global duty free market. Our brand is not based on an artificial name. For 130 years, our company’s growth has been based on trustworthy and consistent performance, and we want to pass on this success to the passengers.” The resplendent new logo over the Heinemann Duty Free shop comprises three red sails that are reminiscent of shopping bags – a design that symbolises both the dynamic energy of the Hamburg-based company and the experience of airport shopping.

It’s not only the name and the design that have changed, however. Heinemann has dramatically enhanced the concept of the Travel Value & Duty Free shops by focusing on three significant aspects: first, the combination of international brands at low prices and a product range that consistently surprises; second, a complete service for customers; and thirdly the appeal of personality, with highly trained, friendly staff on hand to guarantee a very special airport shopping experience.

Promotional stages spring surprises
Heinemann has raised the bar by opening up an exciting world where there is always something new to discover and customers’ expectations and needs are exceeded. Around a quarter of the floor space will be devoted to alternating presentations of various products that will be upgraded every two months. Customers will find things they never expected to see at an airport highlighted on special Heinemann’s Choice promotional stages. “By keeping abreast of exclusive new products, we will track down the global trends on behalf of customers and bring them to our stages right here at Frankfurt Airport,” says a forward-looking Gunnar Heinemann, “As we operate globally and have established an excellent logistics supply chain, our sales promotions will always reflect the zeitgeist.” It’s an approach that will capture the imagination of frequent flyers and holidaymakers alike, who can be confident that the Heinemann stages will offer both variety and entertainment.

Another special feature of Heinemann Duty Free is the promotional stage for highlighted products, specialities and delicacies from Germany. Graft Architect’s office has brought a flavour of the forest to this area of the shop – with an installation that is Made in Germany. With wines of the Mosel, marzipan from Lübeck, breakfast trays featuring German designs and foods that include frankfurters and apple wine, every traveller now has the last-minute chance to pick up a piece of Germany before they fly.

The TÜV Rheinland technical inspection authority, whose independent team of experts regularly checks pricing, has confirmed that Heinemann saves travellers money. The authority found that 90 percent of Heinemann’s highlighted products offer savings of up to 30 percent when compared to domestic stores or internet purchases. Anyone with a valid boarding pass can shop at Heinemann Duty Free. Whether flying to a domestic destination, within Europe or long haul, the customer always pays the same price. (The only exception is tobacco goods due to the tax status on the excise stamp.)

Complete service for flyers
Heinemann is also aiming to establish itself in the consciousness of consumers through innovative services. With immediate effect, travellers will be able to call in their orders or shop online before arriving at the airport. The purchased items can then be picked up without delay at the shop’s service counter. Purchases can also be gift-wrapped, and more services are in the pipeline.

According to Gunnar Heinemann, “Frankfurt is our biggest marketplace in Germany. We operate 39 shops here, along with a big warehouse in Kelsterbach, and we employ
700 people of over 45 nationalities, including 27 trainees. Every day, our shops at Frankfurt Airport handle 10.000 customers. Alongside the 21 Duty Free shops, there are the brand-name boutiques like Boss, Hermès, Bulgari and Shanghai Tang.”

Heinemann Duty Free has another special surprise in store for all travellers: anyone who can land a paper plane in the prize draw box by 31st December will be in with a chance of winning a whole year of free flights with Lufthansa.

Highlights at Heinemann Duty Free
World travel market premieres in Frankfurt
To mark the opening of the Frankfurt store, Heinemann has unveiled no less than four products highlights:

Les Exclusifs, the fine fragrance range by Chanel, is now on sale at an airport for the very first time. Previously available only from Chanel boutiques, Les Exclusifs now celebrates its airport premiere at the new Heinemann Duty Free – a coup for Frankfurt Airport which, thanks to its international passenger base, offers the perfect clientele for the product. The twelve fragrances are available in 200ml flacons as eau de toilette sprays for €190. Bestsellers are the ‘Beige’, ‘Gardenia’ and ‘No. 22’ varieties.
uma.chanel.com

The Swiss chocolate company Läderach is also coming to the airport for the first time in its history. Only the freshest and finest ingredients are sourced for the sweet creations known as Frisch-Schoggi. The chocolate is manufactured by hand in the foothills of the Glarner Alps and delivered to the Heinemann Duty Free shop in kilo bars. The varieties are then measured to each customer’s precise requirements, and gift-wrapped; 100 grams sells
for €3.90.
www.laederach.ch

Passengers can treat themselves to a glass of Laurent Perrier Brut Champagne in the shop – and a Grand Siècle Champagne Magnum (1.5 litres for €269) makes the perfect gift.
www.laurentperrier.com

In the tobacco section of the Heinemann Duty Free shop, Dunhill will be presenting another premiere for customers: the ‘Jet Stream’ Limited Edition is a luxury tobacco blend in eye-catching designer packaging (100 cigarettes in five packs of 20 for €21.50). After celebrating its global debut in Frankfurt, the limited edition will be available at other Heinemann outlets and elsewhere in Germany in 2010.
www.dunhill.com

Frankfurt Airport: Made in Germany
A flavour of the German forest comes to Heinemann Duty Free

With more than 11 million hectares of woodland, Germany is one of the most forested countries in Europe. Now another tree has taken root in the Heinemann Duty Free shop in Frankfurt. Graft Architect’s office has brought a flavour of the forest to the regional products area – with an installation that is Made in Germany. With wines of the Mosel, marzipan from Lübeck, breakfast trays featuring German designs and foods that include frankfurters and apple wine, every traveller now has the last-minute chance to pick up a piece of Germany before they fly.

The dynamic tree installation, comprising layered discs of oak, rises up in the middle of the shop, catching the attention of shoppers. A leaf design for the floor is reminiscent of scattered autumn leaves. “Just think of the Black Forest, Grimm’s Fairy Tales and even the German oak. All of these are images and stories associated with our country around the world, and they represent the whole of Germany from north to south,” explains Bébé Branss, who heads the retail design area at Gebr. Heinemann. With its modern take on the woodland theme, Graft has created an open, flowing space – like a forest glade in which to linger amid the bustle of the airport.

“Every airport is unique. The designs are our way of acknowledging the distinctiveness of the various regions of Germany. Whereas the general display bays and product ranges are designed to raise the recognition factor for customers in Heinemann Duty Free shops, the Regionals zone acts as the unique selling point for each location,” says Bébé Branss. At each airport, Gebr. Heinemann collaborates with a reputable architect or design office when planning these zones. This is producing a series of outstanding structures that make every Heinemann Duty Free shop distinctive. At Hamburg Airport, for example, the architect Hadi Teherani created a harbour scene using lifebelts and bollards. Anyone flying from Frankfurt to Hamburg will be surprised at the different settings for Heinemann’s regional products – and browsing around the airport shops will be an experience to remember.
 
Press contact Gebr. Heinemann
Schellenberg & Kirchberg PR
Cord Schellenberg, Anika Lütjen
Telephone +49 40 593 50 500
mail@schellenberg-kirchberg-pr.de

Press contact Graft
Max Winchester
Telephone +49 30 306 451 030
max@graftlab.com