BER’s new Terminal 2 holds strong sales potential for Gebr. Heinemann

By Charlotte Turner |

Gebr. Heinemann has opened a 768sq m Duty Free & Travel Value Shop in the newly launched Terminal 2 at Berlin Brandenburg Airport ‘Willy Brandt’ (BER); a footprint it designed together with the airport.

 

All departing passengers are guided through the new store in Terminal 2 – which boasts a capacity of six million passengers – located in the plaza behind the security checks. Arriving travellers also pass through it automatically before leaving the security area.

 

Gebr. Heinemann designed the 1,400sq m plaza space in collaboration with the airport; an open concept with all areas merging directly into one another. In addition to Heinemann’s Duty Free & Travel Value Shop, there are three gastronomic offers and another retail unit.

 

In the duty free shop specifically, passengers can access Heinemann’s full range of products, including regional/local brands such as Berliner Luft and Berliner Brandstifter in the spirits category as well as Knalle popcorn, Felicitas chocolate and Ohde marzipan in the confectionery category.

 

STRONG REGIONAL ELEMENTS COMPLETE WITH GRAFFITI

“The strong regional focus is also reflected in the design of the shop: the back walls are completely sprayed with graffiti. Gebr. Heinemann engaged graffiti artists from Berliespecially for this,” said the retailer.

L to R: Tobias Bechinger, Director Sales Western Europe at Gebr. Heinemann; Aletta von Massenbach, CEO of Berlin Brandenburg Airport, and Steffen Jopp, Managing Director Heinemann Duty Free at BER.

L-to-R: Tobias Bechinger, Director Sales Western Europe at Gebr. Heinemann; Aletta von Massenbach, CEO of Berlin Brandenburg Airport, and Steffen Jopp, Managing Director Heinemann Duty Free at BER.

The graffiti motifs pick up on the category of goods directly placed in front of it for maximum effect. The store also features two garden swings near the tasting bar, which invites passengers ‘to linger’, says Heinemann. In the new shop, Heinemann also serves a sustainability aspect: much of the furniture was already in use at other locations.

 

The graffiti motifs pick up on the category of goods on directly placed in front of it for maximum effect.

The graffiti motifs pick up on the category of goods directly placed in front of it for maximum effect.

“The design of our shop is like our capital itself: colourful, unconventional and varied,” said Steffen Jopp, Managing Director Heinemann Duty Free at BER. “Anyone who has passed through the security check thus feels like being back in Berlin.

 

“Our sales expectation for the new Terminal 2 shop is around ten per cent of our total sales in Berlin this year. However, we now have to wait and see how the booking situation develops against the backdrop of the war.”

 

EIGHT SHOPS IN TOTAL

Gebr. Heinemann now operates a total of eight shops at BER, where the airport began operating on 31 October 2020 with two large Duty Free & Travel Value shops, two gate shops, two fashion shops and a crew shop in Terminal 1.

Middle East

JEDCO launches multi-category tenders at KAIA T1

Jeddah Airports Company (JEDCO KSA) has issued a request for proposals for several...

International

TR Consumer Forum 2024: Ticket sales now open

TRBusiness is thrilled to announce that you can now book your tickets to the TR Consumer Forum...

International

Alcohol insights: Conversion up, spend down in Q4

Conversion of visitors in the alcohol category in duty free has risen to 54% in Q4 2023,...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend