Schäfer Airport Retail to open inaugural store in Stuttgart

By Andrew Pentol |


Schäfer Airport Retail Managing Partner John Woodhouse.

Schäfer Airport Retail is to open its first store at Stuttgart International Airport in partnership with local retailer Multimedia Store Stuttgart on Sunday 16 September.

As first reported by TRBusiness, the German-based company, which will exhibit in Cannes (Mediterranean Village P12) was launched earlier this year. It is a partnership between experienced travel retail executive John Woodhouse and Schäfer Travel Retail headed by the highly respected Joachim Schäfer.

Woodhouse has re-located to Germany after around 10 years in Hong Kong and China working for the likes of Aer Rianta International, WHSmith and DFS Group and assumed the role of Managing Partner.

The business itself comprises two main elements. First, is the trading part under the newly created Move concept, where the company is ‘actively involved’ with retailers in building electronics outlets.


Second, is the distribution and wholesale of electronic products to retailers requiring a full range of brands in their current stores.

The initial 50sq m airside store will be followed by a larger landside outlet at the same location due to open in November.

Both stores will be split into two categories, sound and lifestyle. The former features brands such as JBL, Fresh ‘n Rebel, Marley, Sennheiser, Bang & Olufsen and Harman Karden, while the latter includes cables from the likes of Innergie and SKROSS, bags from Wenger among others and travel pillows from labels such as Cabeau.

Gondola spaces are also dedicated to kids’ headphones and speakers and a range of sport and fitness related products from JBL’s Under Armour range.

Woodhouse added: “We have been selective in choosing the brands that work in airports and give retailers airport-friendly margins. We are only focused on brands that make sense for the airport retailer to sell.”


Schäfer Airport Retail is hoping to open seven airport stores under the new Move concept, designed by Concourse Display Management next summer.

Regarding the actual contract model in Stuttgart and future airport outlets, Woodhouse remarks: “This is a hands-on contract. It is not simply about constructing the stores and delivering the product.

“Staff have been provided by the local partner, but we are supplementing that with promotional personnel and store management when required.”

Schäfer Airport Retail is aiming to open seven stores across German airports by next summer with 25 more to follow.

“It made sense to start in Germany,” says Woodhouse. “After, we will push the retail concept towards Asia.”

See the Cannes issue of TRBusiness for more on this new rapidly developing company. 

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