Gebr. Heinemann’s CSO Florian Seidel and newly appointed CEO Heinemann MEA Bernard Schlafstein.

Gebr. Heinemann has appointed Bernard Schlafstein into the role of CEO Heinemann Middle East Africa (MEA) and, at the same time, has elevated its Dubai office to regional headquarter status.

The company has described the move as a strategic step forward that underlines its ‘long-term commitment to a region that spans over more than 60 countries and plays a key role in the global travel retail landscape’.

“With this upgrade to a regional headquarter and the appointment of Bernard Schlafstein as CEO, we are sending a strong signal to the MEA region,” said Florian Seidel, Chief Sales Officer at Gebr. Heinemann.

“Bernard brings extensive expertise and deep knowledge of the market. As Director Sales MEA, he has already been a driving force in shaping our regional success.” 

With approximately 70% of Gebr. Heinemann’s current and potential partners in Africa being headquartered in Dubai, the emirate is a solid choice for the company’s regional HQ.

The company’s hub in the city has been operational since September 2023.

“Dubai is our gateway to a diverse and fast-growing part of the world,” commented Schlafstein.

“Having a strong presence here allows us to better understand local market dynamics, respond more quickly to customer needs, and deepen our partnerships on the ground.” 

Gebr. Heinemann is also enhancing its supply chain in the region. In addition to its transit warehouse in Dubai, which supports direct delivery to the Saudi Arabian market, bypassing the company’s distribution centres in Germany, the company is set to establish a MEA Logistics Hub in Istanbul in 2026.

“Regional logistics are key to faster delivery times, greater flexibility, and a more curated product range for travellers,” explained Schlafstein.

The Dubai hub joins the company’s existing regional structures in Miami (Heinemann Americas) and Singapore (Heinemann Asia Pacific).

The set-up is reflective of the company’s broader strategy of combining global expertise with local insight for sustainable growth. 

“As a family-owned business, we believe long-term relationships and trust are the foundation of success,” said Schlafstein.

“Having a physical presence in the region allows us to build and nurture those partnerships.”

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