Retail inMotion to deliver new ‘premium retail concept’ for Lufthansa in 2021

By Charlotte Turner |

Dublin-based Retail inMotion (RiM) has been selected by Lufthansa Group to develop and manage its ‘customer-centric and premium retail concept’ for 2021.


From spring 2021, the new ‘high quality’ food and beverage products will be available to Economy class passengers on Lufthansa, SWISS, and Austrian Airlines short- and medium-haul flights.


Based on their respective brand identity, Retail inMotion designed individual product concepts together with the airlines. “The common denominator will be the emphasis on fresh, regional highlights, as well as a carefully selected and curated assortment of snacks and drinks,” said RiM. The new concept will be introduced consecutively by each airline and replace complimentary snacks.


The partnership will open up RiM’s full range of technology solutions to the Lufthansa Group and will support the company on its path to delivering a ‘premium, integrated passenger and crew experience by using innovative digital platform solutions’.



Through the new collaboration, RiM will contribute to the Lufthansa Group’s goal of offering passengers a larger selection of products onboard and ‘boosting passenger satisfaction while always remaining focused on sustainability and process innovation’.


Jan Blanchard, Chief Commercial Officer, Retail inMotion was the 43rd interviewee in the TRBusiness Adapt & Survive video interview series [see below].



During the current COVID-19 pandemic, RiM’s technology has also become a key solution in facilitating social distancing requirements to protect passengers and crew, said the company.


“This contract win confirms RiM’s high quality and premium standards, as well as its market-leading digital innovation capabilities, which have been consistently developed over the years,” said Stefan Patermann, Chief Executive Officer of Retail inMotion.


“We are proud to support three leading European airlines in building a best-in-class passenger experience based on individualisation, excellence and efficiency,” added José Lirio Silva, Head of Onboard Retail Europe for Retail inMotion. “We are looking forward to supporting the Lufthansa Group on this exciting new journey.”


“Our customers want more choice and quality,” said Heike Birlenbach, Chief Commercial Officer (CCO) at Lufthansa Airlines. “With RiM as a retail and IT partner, we can optimally implement the new concept and offer our customers a broader, high-quality selection of food and beverages onboard in the future.”


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