The ribbon cutting ceremony – for caption please see image below. 

Travel Retail Vilnius (TRV), a subsidiary of global retailer Gebr. Heinemann, has reopened its redesigned duty-free and travel value shop within the Schengen area of Vilnius Airport in Lithuania.

The centrepiece – a new walk-through store in the Schengen area, covering 1,300 sqm – is around 55% larger than the previous retail space. By the end of the year, TRV will also open its Non-Schengen-Shop at the hub.

“Our long-standing partnership with Lithuanian Airports is built on trust, close collaboration and a shared ambition to continuously improve the passenger experience,” said Oleg Zhytomyrsky, Sales Director Eastern Europe and Central Asia at Gebr. Heinemann.

“Over the years, we have jointly developed the retail landscape step by step. The reopening of our shops is a natural continuation of this journey, taking our cooperation to the next level.”

The new retail concept brings together a curated assortment across all key categories, including beauty, confectionery, wines & spirits, tobacco products, accessories, sunglasses, jewellery, and toys.

In addition, several new categories have been introduced, such as electronics, fashion, footwear, and travel-related items including travel irons, hair dryers, and shavers.

The expanded beauty area, spans approximately 300 sqm, is a highlight with niche perfumery playing a prominent role.

Niche perfumery plays a prominent role in the expanded beauty area.

The new electronics section has been developed beyond small travel gadgets and accessories to now include devices for everyday use such as tablets, mobile phones and other personal electronics.

“We are thrilled to see the largest duty-free shop in the Baltics open in Vilnius – an airport which has been witnessing significant infrastructure growth and record passenger numbers,” said Simonas Bartkus, CEO at Lithuanian Airports.

“We are thankful to our long-term partners at Gebr. Heinemann for unveiling this central location among the reconstructed departures terminal which will cater to the needs of more than five million passengers each year. I am certain that a warm and inviting interior paired with a diverse offering will provide a great travel experience for all.”

A key element of the development is the creation of integrated retail environments within newly designed passenger flows, as the airport adapts to growing passenger numbers and rising expectations regarding comfort, services and shopping opportunities.

Local products and design elements are integrated throughout. There’s a dedicated area showcases Lithuanian goods that spans around 240 sqm, featuring everything from creations by local perfumers and designers working with leather, textiles, and linen as well as a wide assortment of traditional gourmet food and Lithuanian culinary heritage products.

The design concept combines warm, natural and earthy tones with authentic ornaments inspired by Lithuanian ethnoculture – all integrated with modern retail solutions.

“With the reopening in Vilnius, we are taking the next step in translating changing passenger expectations into a concrete retail experience,” said Orinta Amelija Ambrazeviciene, Managing Director at TRV.

“The new concept integrates retail seamlessly into the passenger journey, while at the same time putting a strong emphasis on local identity. This combination allows us to create a distinctive sense of place that resonates with international travellers and reflects the uniqueness of Lithuania.”

The reopening is closely linked to the airport’s ongoing large-scale modernisation programme, which includes the launch of a new departure terminal, the reconstruction of existing terminal spaces, and the expansion of commercial areas.

Exclusive comment from Travel Retail Vilnius

TRV MD Orinta Amelija Ambrazeviciene told TRBusiness that the renovation was driven by two main objectives: to align the retail space with the airport’s overall modernisation and to create a more relevant, convenient shopping experience for today’s international travellers.

L-R: Orinta Amelija Ambrazeviciene, Managing Director Travel Retail Vilnius; Max Heinemann, Co-CEO, Gebr. Heinemann; Simonas Bartkus, CEO at Lithuanian Airports; and Oleg Zhytomyrsky, Sales Director Eastern Europe and Central Asia at Gebr. Heinemann.

“The new walk-through store is significantly larger and embedded in redesigned passenger flows, allowing for a more intuitive journey through the shop. At the same time, the space has been optimised to reflect changing traveler expectations – with an enhanced assortment, clearer category zoning and improved ease of shopping,” she said.

“The assortment has also been expanded with a stronger focus on Lithuanian producers, including new suppliers and a broader number of SKUs, giving travellers more opportunities to discover authentic products from Lithuania, from amber, ceramics and linen to leather accessories, designer pieces and other locally crafted creations.

“For many passengers, this creates a meaningful final touchpoint with the country – whether they are looking for a last-minute gift, a familiar local favourite or something that carries a sense of place.

“Overall, the concept focuses on combining efficiency and inspiration: making it easier for passengers to find what they need, while also encouraging discovery.”

The redesigned concept combines a strong sense of place with international retail standards, reflecting Lithuanian identity both in the assortment and in the store design, with local products, materials and storytelling elements all playing a central role.

As Ambrazeviciene described: “The local assortment now presents a richer and more diverse picture of Lithuania, with new producers joining the offer alongside an expanded product selection from trusted existing partners across locally relevant categories.

“This local zone is also visually anchored by ‘Hanging Gardens’, a suspended installation inspired by traditional Lithuanian straw decorations, helping passengers identify the area from afar while adding a warm and distinctive cultural reference to the space.

“Together, the expanded assortment and visual storytelling give the store a stronger emotional connection to the destination, allowing travellers to take a small piece of Lithuania with them – through regional flavours, local craftsmanship and products that feel authentic, personal and rooted in place.

“Today’s travellers expect authenticity alongside convenience – and the store addresses both by blending locally relevant products with globally recognised brands and a clear, easy-to-navigate layout.”

The store features a zoned music concept, designed to enhance the overall shopping atmosphere.

Digital elements such as screens, electronic shelf labels and self-checkout solutions help to streamline the shopping process.

Ultimately, Gebr. Heinemann sees the investment as an important step within the company’s broader strategy to further develop high-quality retail concepts in growth markets, with the renewed concession and the refurbishment underlining its long-term commitment to Lithuania.

READ NEXT: Gebr. Heinemann takes over Scandlines ferry and port border retail operations

READ NEXT: Heinemann Asia Pacific: TR’s inflection point calls for a reaffirmed value & experience proposition

READ NEXT: Heinemann Oceania appoints Rosi Fernandez as new Managing Director