Retail in Asia


Heinemann Duty Free reveals revamped stores at Kuala Lumpur International Airport

Gebr. Heinemann has unveiled redesigned stores at Kuala Lumpur International Airport (KLIA) Terminal 2 Departures under the new Heinemann Duty Free branding.

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To mark the opening, the retailer hosted interactive presentations and took guests on a special tour to showcase the stores’ vast assortment of fragrances, skincare, makeup, watches, jewellery and confectionery. The event was attended by key executives from Malaysia Airports, Gebr. Heinemann and brand partners.

Heinemann Duty Free’s retail team welcomed back shoppers to the newly opened stores. Source: Heinemann

Heinemann Asia Pacific announced the expansion plan in June 2022, which kickstarted the redevelopment of the stores in KLIA2. This also marked the launch of the new Heinemann Duty Free brand, web shop and global membership programme in Malaysia.

The retailer has now launched the web shop and a click-and-collect service for passengers in the terminal.

The company has also taken over new gate retail space to provide a more convenient shopping experience for passengers, extending its total footprint at KLIA Terminal 2 to 1,686 square metres.

Heinemann noted that new store’s design elements evoke a sense of place, inspired by the retailer’s vision of Malaysia “as a proud, dynamic and innovative nation”. Its overall material palette is made up of natural beige stone, complemented by softer textures. It also features subtle touches of traditional batik prints throughout the store.

Heinemann Asia Pacific chief operating officer Johannes Sammann said: “We are excited to offer the newly redeveloped stores at KLIA2 departures to our passengers and we are extremely proud to finally bring the [new] Heinemann retail brand to one of our key regional markets.”

Shoppers can enjoy a vast selection of premium beauty brands including La Prairie, Decorté and Guerlain. Source: Heinemann

“With the influx of people travelling now, we are confident that we are well positioned to welcome back shoppers to our brand new stores.”

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As part of the redevelopment, Gebr. Heinemann has created a new open shop concept to allow improved visibility across the stores. It showcases an impressive lineup of brands including Kerastase, Vichy, La Roche Posay, Helena Rubinstein, Maison Margiela, La Prairie, Aqua di Parma, Fresh and Le Labo.

Heinemann is the first travel retailer to list these brands in Malaysia.