Heinemann Asia Pacific officially opened eight new confectionery shops today (5 July) across 820sq m at Hong Kong International Airport.

Heinemann Asia Pacific has told TRBusiness consumer insights gained throughout its long DF&TR history is an important element in strengthening the confectionery category at Hong Kong International Airport (HKIA).

The retailer, which triumphed in the HKIA confectionery last year, officially opened eight new confectionery shops today (5 July) across 820sq m under the Sweet Dreams by Heinemann branding. This is based on a new innovative concept focusing on sweet temptations.

Marvin von Plato, CEO Heinemann Asia Pacific told TRBusiness: “The consumer insights that we have gained through our long history in travel retail have definitely helped us in Hong Kong. The wealth of experience and information, from managing this category in other locations around the world, also came to the fore when we had to plan, execute and launch eight different stores back-to-back in such a short span of time.”

Looking back at last year’s tender triumph in September 2017, which saw it become exclusive confectionery operator at the airport, “the concepts that we presented were very unique, ” acknowledged Plato. “This, we believe found great traction with Airport Authority Hong Kong.”

STAND-ALONE CONTRACT

Regarding the tender itself, it was the first time Airport Authority Hong Kong (AAHK) had awarded confectionery as a stand-alone contract. It had previously been negotiated within other concession models.

The DF&TR confectionery category is evolving with huge growth potential, according to Plato: “HKIA represents a unique opportunity for Heinemann to help develop and evolve this category faster. Given the importance that gifting plays in Asian culture, coupled with the demand for premium chocolates and spike in number of travellers, this is definitely a good time to be in the confectionery category. This is only going to get better over time.”

Heinemann Asia Pacific took over the operation of the first two confectionery shops in December 2017. Each shop, ranging between 57sq m and 186sq m in Terminal 1 has been designed according to an ‘extraordinary theme’.

The retailer said: “Passengers young and old alike can immerse themselves in the paradise of their sweet world of dreams here: They enter the colourful diversity of a mysterious underwater world, drift through the infinite universe, or stroll through the magic world of a bustling fair. In addition, there are exciting ‘customer engagement’ offers like 3D shows, chocolate printers, virtual reality entertainment and games for children.”

Left-right: Victor Chan, General Manager, Heinemann Hong Kong; Kitty Lo, General Manager Retail Experience, Airport Authority Hong Kong; Marvin von Plato, CEO, Heinemann Asia Pacific, Cissy Chan, Executive Director, Commercial, Airport Authority Hong Kong, Alby Tsang, General Manager Retail Portfolio, Airport Authority Hong Kong and Johannes Sammann, COO Heinemann Asia Pacific, celebrated the inauguration of the Sweet Dreams by Heinemann Shops at Hong Kong International Airport with a traditional ribbon cutting ceremony.

UNPARALLELED EXPERIENCE

Cissy Chan, Executive Director, Commercial, Airport Authority Hong Kong says the new confectionery concession creates a unique unparalleled experience for passengers. “We believe that our partnership with Heinemann will be a successful one and together we will be able to develop and evolve this category faster.”

Plato added: “We wish to thank those responsible at the airport for giving us the chance to run the confectionery shops according to our ideas and we look forward to long-term cooperation. We want to redefine the possibilities of presenting confectionery with our concept and create a really fun shopping ambience that inspires and captivates our customers.”

Present as a retailer and distributor in 10 Asia Pacific countries, the HKIA confectionery concession at HKIA is seen as a ‘significant step’ towards further expansion in the region.

The Sweet Dreams by Heinemann branding is a new innovative concept focusing on sweet temptations.