Retail in Asia


Heinemann Australia rebrands to Heinemann Oceania

Heinemann Australia has rebranded to Heinemann Oceania. The move follows the announcement last month that the company will make its debut in the New Zealand market with three retail concepts at Auckland Airport.

Heinemann said the rebrand reflects its “long-term commitment to and focus on the region”.

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Heinemann Oceania is led by George Tsoukalas as managing director, previously managing director of Heinemann Australia, and headquartered in Sydney.

Heinemann Oceania will be responsible for the travel retailer’s operations and business development in Australia, New Zealand and the Pacific, while “creating a cohesive regional strategy for Oceania and harnessing natural synergies within the business”.

Heinemann Oceania remains a wholly owned subsidiary of Heinemann Asia Pacific; the Heinemann corporate team in Sydney will expand its remit to include New Zealand and the wider Oceania region.

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The company noted that Oceania is connected by more than geography – interpersonal, cultural and trade ties link the countries in the region.

In 2022, nearly 20 percent of all overseas trips by Australian residents were made to New Zealand and Fiji alone, while over 63 percent of New Zealand’s overseas visitor arrivals were from the Oceania region.

“This rebrand marks a new chapter of our presence in Oceania and represents the importance of the region to Heinemann’s growth and development in the Asia Pacific,” said Heinemann Asia Pacific CEO Marvin von Plato.

“With the scale, market expertise and track record of operational excellence we have established in Sydney and the Gold Coast, we are in pole position to capture new opportunities in Oceania.”

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Heinemann first entered the Oceania market in 2013 with the opening of two speciality concept stores at Sydney Airport. The retailer subsequently won the 10,000sq m master duty-free concession at Sydney Airport, which opened in 2014, after which it added the Gold Coast Airport duty-free concession to its Australian business.

In 2022, the company completed major redevelopment projects at both of its Australian airport locations. In 2023, Heinemann opened three domestic airport retail stores at Sydney and Gold Coast airports.