Gebr. Heinemann has underlined its commitment to localising its retail offer with a new concept called Regionals Market which has appeared first at Budapest’s Ferenc Liszt International Airport (BUD).
The 140sq m shop in Terminal 2A opened at the end of December and features Hungarian specialities and international bestsellers. Hungarian salami by Pick and spirits from Budapest-based Zwack (famous for making Unicum) are proving popular with travellers according to Heinemann’s Budapest Retail Manager Fritz Janach.
He says: “The shop will not only stock products from these two local heroes, but also goods such as dried paprika, pálinka, Hungarian porcelain and Szamos marzipan, which is famous here.”
Gebr. Heinemann’s Director Retail Design, Bébé Branss (left), adds: “Regional zones are critical in terms of giving airport shops an identity. Wherever we find the right combination of available space and regional products, we bring in a leading architect’s office from the town or country in question to develop that part of the store.”
HUNGARIAN DESIGN DETAIL
In the case of the Budapest store, the ceiling, walls and shelves are black with half of the shop devoted to best selling international spirits and confectionery, and the other half exclusively given over to regional specialities and souvenirs. In this latter area, the dark walls are covered with bright flowers: a pattern based on traditional Kalocsa embroidery, and china painting motifs are being added in January during regular opening hours by staff from the Kalocsa porcelain factory.
“Passengers can experience something entertaining this January; they can watch the painters at work and see how the pattern slowly spreads throughout the shop,” says Janach. Heinemann is also installing large stylised deer heads decorated with flowers and lamps set in real tree branches to evoke the wildlife-filled forests of Hungary.
Heinemann has been running the duty free shops at Budapest since 1998. In 2011, the company opened a 1,400sq m walk-through shop in the new SkyCourt. The company has 180 employees at the airport.
[Above: Jost Lammers CEO at BUD (left), Fritz Janach (third left), Heinemann ‘s Retail Manager at BUD and Alan Bork, Director Consumer for BUD (right) open the shop with representatives from Pick and Zwack and the Traditional Costume Association.]