Sydney Airport and Heinemann have announced that they plan to open a department store concept, for the airport’s domestic terminals (T2 and T3), in July 2023 and an Australian first.
The concept spans more than 2,270sq m across both terminals – 1,765sq m in T2 and 506sq m in T3 – and will offer a full suite of fashion, accessories, watches, jewellery, perfumes, cosmetics, skincare, confectionery and wines and spirits.
A mix of iconic Australian brands and international bestsellers will be available across both terminals, with the retail mix curated to reflect each terminal’s passenger base, says the airport.
For example, the T2 store will prominently feature designer streetwear and athleisure, as well as on-trend product categories such as niche fragrances and clean skin in a more playful, vibrant retail environment catering to leisure travellers and a youthful passenger demographic.
T3 will deliver a ‘more elegant, luxurious design’, promises SYD, and a retail offer focused on gifting, and premium and luxury fashion, accessories and beauty brands appealing to discerning shoppers and more seasoned business travellers.
Heinemann will operate the stores on a five-year concession, expanding its footprint from its current duty free concession which runs to 2029 at the T1 International Terminal.
A step change in the regional business model
Mark Zaouk, Sydney Airport’s Executive General Manager – Commercial, said: “The retail experience in our T1 International terminal is amongst the best in the world and I’m excited that we are now able to bring a similar experience to domestic passengers.
“Heinemann delivered a strong vision for what we wanted to achieve, and it was a natural fit to extend our partnership to T2 and 3 to provide a cohesive, high-quality shopping experience across the airport.”
Marvin von Plato, Heinemann Asia Pacific CEO, said: “Our new domestic concession in Sydney is a step change in our regional business model and is a huge opportunity to engage with customers well before and after they actually travel, reinforcing our goal to be a valuable travel companion.
“This also represents a natural extension of our relationship with our brand partners into the domestic market.”
George Tsoukalas, Heinemann Australia Managing Director (pictured left), said: “The possibilities in a domestic retail offer are extremely exciting – we are now able to offer more brands and value-added services like home delivery, all enhancing the customer experience.
“We are also thrilled to pioneer this new concept in Australia, which we know customers will love.
“This new concession is the fruit of the great trust and collaboration we have built with Sydney Airport in our duty free business and we are delighted to have the opportunity to deepen our partnership with them.”
Heinemann’s full domestic airport product assortment will be available on its web shop, and the retailer will deploy its Heinemann & Me loyalty programme in its domestic airport stores, creating a seamless retail experience for connecting passengers moving from terminal to terminal.
To provide added convenience for shoppers, Heinemann will offer Australia-wide home delivery services, bringing the best the global retailer has to offer across the country. Heinemann’s domestic terminal shops will also offer click-and-collect services along with its international duty-free shops
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