Left: Harald Sünner, Area Sales Manager for MEA, Gebr. Heinemann. Right: Gebr. Heinemann has a long-term joint-venture in South Africa with Big Five Duty Free.

From the flagship Mauritius Duty Free Paradise stores to the second phase of the shops at Algiers Airport which are opening soon, Gebr. Heinemann is advancing in Africa by working in synch with the market’s agility and dynamism in order to thrive. 

Gebr. Heinemann is building its business strategically across Middle East Africa (MEA). The region provided a 33% share of turnover in 2024 – up from 31% in 2023 – making it the second largest revenue generator after Europe (56%) and strides ahead of Asia Pacific (9%) and the Americas (2%).

Harald Sünner, Area Sales Manager for MEA shared a deeper insight into how Gebr. Heinemann’s business is developing in Africa.

“We are active in retail, for example in South Africa, but we are particularly a partner for independent retailers through our distribution business. This enables our partners to benefit from a professional package that includes leading international brands as well as support for state-of-the-art shop concepts and promotional activities,” he told us.

“A flagship example is Mauritius Duty Free Paradise, where we jointly developed all shop concepts with our partners. This resulted in the opening of two new Arrival Shops and one Departure Shop between the end of last year and the beginning of this year. The entire project was developed in close cooperation with us, allowing us to bring an even more extended portfolio of top beauty brands and a great shopping atmosphere to the travellers visiting this beautiful island.”

Mauritius Duty Free Paradise shop front.

Another case in point is the new shops that were developed in partnership with Salvo Grima at Algiers Airport. The first phase is already up and running while the second phase is set to open soon.

“These examples just show some of the major developments from the past year,” summarised Sünner. “In addition, we have supported numerous other customers in achieving successful retail projects across various African countries.”

Joint venture expertise

A key dynamic driving Heinemann’s activities on the continent is its long-term joint-venture in South Africa with Big Five Duty Free, which encompasses retail developments at Johannesburg, Cape Town and Durban airports. The companies have been working together for more than two decades and the years of shared experience is paying dividends when it comes to securing business.

“This combination of local and global expertise is a winning concept, and we plan to build on it even further with Big Five Duty Free in the future,” said Sünner. “We are ready to invest in the future of South African airports together with our partners and a strong local management team that is deeply attuned to the country’s environment.”

The Brand House Zambia Duty Free shop will have a strong local identity.

Plus, as Sünner references above, Heinemann’s distribution business is a key pillar of the growth strategy in Africa, with the guiding principle being to succeed alongside local partners who understand the specific conditions of their countries, in Sünner’s own words, “far better than we do”.

Indeed, to capitalise on the growing traffic at intra-African borders, the company has struck a strategic partnership with Brand House Duty Free Zambia.

“They are ambitious, well-connected, and highly knowledgeable,” explained Sünner. “We currently supply their existing stores [Ed – of which there are three] and are also working together to develop additional shops. Several exciting projects are already in the pipeline across different countries and channels. They are clearly on the way to become a leading duty free player in Africa and we are very happy to go this way together with them.”

“Things can sometimes take a bit of time in Africa, but soon you will see showcase examples, such as in Zambia, demonstrating what modern duty-free diplomatic and border shops can look like. This is a joint development between the teams at Brand House and Heinemann, combining the best of top brands, a compelling shopping atmosphere, and a strong local identity. It’s the ideal formula for sustainable success in duty-free retail and marks a new chapter for these channels in Africa. Naturally, this includes integration into our promotional and customer experience programmes, tailored to fit the unique environment of each location – just as you see in all Heinemann shops.”

Supply and demand

Heinemann’s distribution business in Africa spans 35 countries and, through this, the company is gaining a deep understanding of the dynamic nature of African shoppers, who represent the primary target group in many countries.

Gebr. Heinemann has struck a strategic partnership with Brand House Duty Free Zambia.

“They like to explore new brands, high end products and look for new experiences,” explained Sünner. “African travellers, especially at airports are very knowledgeable customers, many of them frequently fly to top destinations like London, Paris or Dubai and expect the same level of variety and ambition in their countries. This is a key consideration in our development strategy and something we take very seriously.”

“Across the continent, we are seeing momentum in nearly every country, albeit at different speeds, not only at airports but also across other channels,” he added. “Africa is home to numerous border crossings, diplomatic missions, military bases (both national and international), airlines, and ports. We have customers and concepts for all duty-free channels and support our partners according to their specific needs. In addition to African shoppers, the continent remains a top destination for international tourists from all over the world. It’s essential to offer the right mix of global brands and locally inspired products that travellers love to take home as souvenirs.”

The purchasing power of the growing middle class is a key factor informing decision-making moving forward.

“There are many affluent African travellers who are already well-acquainted with many international brands,” Sünner said. “However, what’s even more important for future growth is the rising African middle class, which is eager to explore products and experiences that once felt out of reach but are now accessible and highly desirable. These new travellers and consumers are thoughtful in their choices, often well-informed, and know exactly what they are looking for. At the same time, they are open to new experiences and keen to learn about innovations and current trends.”

This is why Heinemann believes it’s “essential” to bring global developments to Africa – and to ensure shop staff are well-trained (something that’s supported through the global training programmes provided to its partners).

As Sünner quite rightly asserts: “Many African passengers travel within the continent, and we want to make sure they don’t feel the need to leave Africa to find something extraordinary – they should discover it right in their home or destination country.”

TRBusiness met with Harald Sünner at the Gebr. Heinemann stand during the 2025 TFWA World Exhibition in Cannes.

Ultimately, the key unlocking the region’s long-term potential could rest on levelling up on cultural IQ.

“The most important thing is to take Africa seriously and as it is,” he advised. “If you expect everything to function exactly as it does in other parts of the world, you may not succeed. And if you treat Africa as less important, you will certainly fail. The pace and dynamics in Africa are often perceived by Europeans as ‘unreliable,’ but in reality, they are simply different – and frequently much faster. That’s why flexibility is essential. You need to stay close to the market and be ready to adapt continuously. Decisions made last year may no longer apply today. If you can’t handle that, you will fail. But if you match the market’s agility and dynamism, you will thrive.”

As a parting note, he added: “One thing is clear: Africa is a continent with a rapidly growing population, a rising middle class, and many affluent travellers, and all of them are eager to explore the world: Foreign countries, international products and exciting experiences. If you take this seriously and embrace the ever-changing dynamics, then there is nothing better than Africa to deal with.”

A version of this feature first appeared in the November/December 2025 issue. Click here to view.

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