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Heinemann Australia unveils department store concept at Sydney Airport domestic terminals

Heinemann Australia has opened the country’s first domestic airport terminal department store concept at Sydney Airport Terminals 2 and 3. The opening was initially flagged in December 2022.

The 2,270sq m of retail space across T2 and T3 houses the largest beauty offer of any domestic airport in Australia. The new concept also features fashion & accessories, watches & jewellery, chocolates and sweets, gifting products and wines and spirits.

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Heinemann’s new domestic terminal stores showcase a wide array of global brands and up-and-coming local labels. Source: Heinemann Asia Pacific

Amid a drive to showcase the best of Australian fashion, the retailer has curated its shopping offer by introducing local brands to airport retail. These include PE Nation, Rebecca Vallance, Nobody Denim, Status Anxiety and Alemais. Luxury resortwear brand Camilla, which launched with Heinemann at Sydney Airport earlier this year, is available in both domestic terminals.

Heinemann’s array of more than 65 beauty brands features a dedicated concept for products focused on health and well-being including edible beauty brands Vida Glow and Kissed Earth, plus a strong clean beauty range.

The retailer has added new and exclusive names to its fragrance line-up including luxury brand Creed, making its Australian airport debut, while Juliette Has a Gun has launched at Gebr. Heinemann stores globally.

A first in travel retail, Heinemann has introduced a category for pet lovers with brands including Frank Green and Pet Friendly Co. In a Heinemann-exclusive service, Pet Friendly & Co is providing a personalisation service for dog harnesses, the first time it is being offered in a physical store.

The new stores highlight a “coastal journey” design concept inspired by the city’s meandering coastlines. Organic lines and mesh curtain waves on the ceiling guide passengers through the space while premium finishes and accents “encourage indulgence and exploration.”

The Terminal 2 store features a prominent engagement zone in the middle, with a dedicated space for pop-ups.

Heinemann Australia Managing Director George Tsoukalas said: “Sydney Airport’s domestic terminals are the busiest in Australia and we are extremely excited to showcase the best of both national and international brands to a wider traveller base.

“We are proud to continue partnering with Sydney Airport on delivering exciting and unforgettable shopping experiences, now across all three terminals. We will constantly curate our offer and services to meet the changing needs of our customers.”

The vast retail space showcases an expansive beauty and skincare range. Source: Heinemann Asia Pacific

Sydney Airport Executive General Manager Commercial Mark Zaouk added: “The new Heinemann stores, an Australia-first concept, is an integral part of our ongoing efforts to create a world-class passenger experience for our domestic travellers.

“We are delighted to be able to extend our partnership with Heinemann across all three of our terminals and continuously elevate our retail offer for passengers.”

The opening of the domestic airport terminal stores allows Heinemann to capture opportunities brought by the strong recovery of domestic travel at Sydney Airport.

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Data from Sydney Airport suggests that domestic passenger numbers in October reached 86 percent of pre-pandemic 2019 levels, with nearly 2.2 million passengers passing through Terminals 2 and 3.

The new stores have also opened just in time for the busy gifting season.

Heinemann noted that it will progressively introduce more brands, retail concepts and value-added services ahead of its domestic airport stores’ grand opening, slated for the first quarter of 2024.