Heinemann & CPH unveil travel retail’s first A|X Armani Exchange pop-up

By Luke Barras-hill |

Gebr. Heinemann has opened the first-ever A|X Armani Exchange pop-up store in global travel retail at Copenhagen Airport (CPH).

Located in Terminal 3, the 30sq m unit will run until the beginning of January 2023.

Travellers will encounter men’s and women’s clothing and accessories from the A|X Armani Exchange summer collection, which features shopping bags, baseball hats, dresses skirts, jackets, pants and sneakers.

A|X Armani Exchange launched in 1991 and has become one of the Armani Group’s three main brands following a reorganisation of the portfolio in 2017.

Environmental credentials

Katrin Bamler, Managing Director Gebr. Heinemann Retail Denmark, said: “We are delighted to surprise our passengers with A|X Armani Exchange’s first-ever pop-up store at an airport.

Gebr. Heinemann says the new pop-up ‘rewrites urban dress codes, introducing the values of the Armani world to a younger audience’.

“Thanks to our close, trusting cooperation with Copenhagen Airport, it is always possible for us to inspire passengers with new offers. This is how we turn their travel time into valuable time – the core of our mission statement vision at Gebr. Heinemann.”

Jan Richter, Director Purchasing Fashion, Accessories & Watches, Jewellery at Gebr. Heinemann, added: “Our new pop-up store underlines Gebr. Heinemann’s close strategic partnership with the Armani brand, which continues to generate ideas and impetus for new global concepts.

A|X Armani Exchange is now available at Copenhagen Airport.

An Autumn/Winter collection from the A|X Armani Exchange is expected in due course.

“We offer A|X Armani Exchange a prominent space at Copenhagen Airport with high visibility and travellers an exclusive shopping experience: in a relaxed atmosphere, they can try and shop new looks from a trendy, high-end leisure brand that has never been available in a pop-up store in travel retail before.”

Heinemann says the shop is designed to be environmentally friendly, with all the structures and walls made from recyclable material.

The furniture is modular, enabling it to be utilised in different ways and reused.

Meanwhile, low-voltage LEDs ensure energy efficiency in the lighting, and gifts with purchase – a lunch box and water cup – are made from recycled plastic and can be reused.

For more on Heinemann’s fashion, accessories, watches and jewellery business, including commentary from Jan Richter, see the TRBusiness June/July e-zine.


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