Heinemann Asia Pacific expands retail footprint at Malaysia’s KLIA2

By Luke Barras-hill |

Travellers to Kuala Lumpur International Airport 2 (KLIA2) can expect a refreshed retail offer, further to a complete redevelopment of Heinemann Asia Pacific Malaysia’s stores.

As part of a strengthened partnership with operator Malaysia Airports Berhad (MAHB), which feeds into its well-publicised Commercial Reset programme, Heinemann will bring its ‘Heinemann Duty Free’ retail brand to Malaysia.

The new, redeveloped shops will be reopening to travellers progressively over the next months.

Heinemann has also created a new open shop concept, opening up the floor plan to heighten visibility across the perfumes & cosmetics, fashion & accessories, confectionery and toys categories.

WEB SHOP AND LOYALTY SCHEME

An experiential zone has been established dedicated to marketing activations to drive footfall and shopper engagement with products.

A gate retail space will also offer more convenience for passengers up until boarding bringing its total footprint to KLIA2 to 1,686sq m.

Other additions include the Heinemann web shop and global membership programme in Malaysia.

“We are thrilled to have strengthened our partnership with MAHB and to have the opportunity to refresh our offering to KLIA passengers,” commented Johannes Sammann Chief Operating Officer of Heinemann Asia Pacific.

“We are now much better positioned to welcome back more travellers in 2022 and beyond with brand new shops and more appealing offers for customers.”

Along with the Heinemann Duty Free retail brand, Heinemann will introduce its shopper loyalty programme ‘Heinemann & Me’ loyalty, offering exclusive promotions and partner benefits.

The Heinemann & Me loyalty programme reached more than one million members globally in April 2022.

Heinemann has run the duty free brand emporium at KLIA2 since 2014 under the ‘be duty free’ branding.

The shops stock more than 200 international and local brands across P&C, fashion & accessories, confectionery, health and wellness and toys.

Malaysia reopened its international borders on 1 April and since then has witnessed a 53% increase in international traffic through its airports.

In 2019, Malaysia handled 26.1 million tourist arrivals.

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