Frankfurt Airport expands retail with 316sq m FAWJ multi-brand area

By Luke Barras-hill |

The 316sq m multi-brand space is located within the 1,934sq m Heinemann Duty Free & Travel Value shop in Terminal 1, Pier A.

Frankfurt Airport Retail (FAR) – the Gebr. Heinemann and Fraport AG joint venture – has opened a new multi-brand fashion, accessories, watches and jewellery space at Frankfurt Airport (FRA).

The 316sq m area, part of the 1,934sq m duty free and travel value store at Terminal 1, Pier A Schengen, is a first for the travel retailer in a duty free shop at the airport.

Jan Richter, Director Purchasing Fashion, Accessories & Watches, Jewellery at Gebr. Heinemann said: “The tailor-made concept offers the brands positioned here excellent visibility and a high degree of flexibility to respond to significant trends. It curate themes and thus keeps the space constantly different, inspiring and surprising for passengers.

“We present the assortment in a casual and stylish setting, so travellers can quickly get an overview of the entire range and relax while shopping for a complete look.”

LUXURY AMBIENCE 

An expansive sunglasses range features the top 10 bestsellers, which spotlight on a digital pillars with videos and so-called focus islands equipped with different bestsellers on a season basis.

Eye-catching special promotional areas benefit from a digital video area and are staged with different themes, for example for Mother’s Day.

An expansive sunglasses range features the top 10 bestsellers

Another highlight is the Men’s Business Unit, from shirts and ties available from the backwall, to a table with Boss polo shirts; Happy Socks, Boss and Falke socks; underwear sets and belts; and Montblanc cufflinks, leathergoods and writing instruments, with everything arranged on specially designed furniture.

Dirk Mörchen, Managing Director of FAR. Georg Fuhrmann and Managing Director of FAR, said: “The affordable Luxury segment of leathergoods around Furla and Coccinelle is now strengthened by the brands MCM, Michael Kors and See by Chloé, and the entire store gains in attractiveness for our customers with the new trend brands.

“We are excited to delight passengers in Frankfurt with the premiere of the Gebr. Heinemann multi-brand concept in our core duty free shop. The FAWJ multi-brand area has a lot to offer thanks to numerous new brands. The ready-to-wear range shines with Tommy Hilfiger, CK, Marc Cain, Polo Ralph Lauren and Hugo, for example.”

The new shop-in-shop uses selected materials such as oiled oak, brass and white marble to create a luxurious shopping ambience, while generic furniture developed by Heinemann accentuates different brands and product groups, from ready-to-wear and sneakers to bags, sunglasses and watches and jewellery.

Jan Dieter Schaap, Head of Retail at Fraport AG, added: “The further development of the duty free stores shows how the retail landscape at Frankfurt Airport is constantly reinventing itself.

“We are very pleased about the expansion of the stylish fashion & accessories range in our highly frequented Schengen pier. This will offer both our female and male passengers an even more holistic shopping experience.”

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