Domestic retail stores consolidate Heinemann’s presence at SYD terminals

By Luke Barras-hill |

Heinemann Australia has opened Australia’s first domestic airport terminal department stores at Sydney Airport (SYD) Terminal 2 and Terminal 3.

Occupying a footprint of 2,270sq m across both terminals, the departure store concept brings a full range of fashion, accessories, watches and jewellery, confectionery, gifts and wines & spirits.

In addition, travellers will encounter more than 65 brands, including Australia airport retail ‘firsts’, in a dedicated beauty area.

“Sydney Airport’s domestic terminals are the busiest in Australia and we are extremely excited to showcase the best of both national and international brands to a wider traveller base,” commented Heinemann Australia Managing Director George Tsoukalas.

“We are proud to continue partnering with Sydney Airport on delivering exciting and unforgettable shopping experiences, now across all three terminals. We will constantly curate our offer and services to meet the changing needs of our customers.”

Tsoukalas spoke to TRBusiness about the domestic terminal retail concept in the May Asia Pacific e-zine – read the interview by clicking here.

New category for pet lovers

The fashion selection presents top Australian picks and sought-after garments, in addition to brands such as PE Nation, Rebecca Vallance, Nobody Denim, Status Anxiety and Alemais – all making their airport retail debuts with Heinemann.

Travellers can browse from a 1,765sq m store in Terminal 2 and a 506sq m unit in Terminal 3.

Luxury resortwear brand Camilla, which unveiled in Heinemann’s Sydney International Airport T1 store earlier this year, is also available in both domestic terminals.

An eclectic mix of brands in the beauty aisles are brought to life in a proposition that includes a beauty from within concept showcasing edible beauty names like Vida Glow and Kissed Earth, in addition to a focus on clean beauty.

Creed makes its Australian airport debut, while Juliet Has a Gun appears with Heinemann for the first time globally.

In a travel retail ‘first’, Heinemann has introduced a new category for pet lovers with brands such as Frank Green and Pet Friendly Co.

The last is offering a personalisation service for dog harnesses – the first time a service of this kind has been offered by the brand in a brick-and-mortar store.

Heinemann has chosen a design language inspired by a ‘coastal journey’, which permeates both stores.

Holiday season travellers and shoppers will benefit from the new stores.

Organic lines and mesh curtain ‘waves’ on the ceilings guide passengers through the spaces, which benefit from premium finishes and accents.

The larger store in T2 also gains a centrally positioned engagement zone, acting as a stage for inventive, changing pop-up concepts.

“The new Heinemann stores, an Australia-first concept, is an integral part of our ongoing efforts to create a world-class passenger experience for our domestic travellers,” commented Mark Zaouk, Executive General Manager – Commercial for Sydney Airport.

“We are delighted to be able to extend our partnership with Heinemann across all three of our terminals and continuously elevate our retail offer for passengers.”

In opening the new stores, Heinemann says it is able to capture opportunities created by the strong recovery in domestic traffic at SYD.

Heinemann says it will steadily phase in more brands, retail concepts and value-added services to the domestic shops ahead of their grand openings in Q1 2024.

As of October, domestic pax levels were 86% of that recorded in 2019, with almost 2.2 million passengers using T2 and T3.

The Hamburg-headquartered travel retailer has operated at SYD since 2015 after winning the master duty free concession at T1.

It renewed its concession in 2019 for an additional 10 years and unveiled its new luxury beauty, fashion and accessories store earlier this year.

That year, approximately 26 million passengers travelled through T2 and T3.

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