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Heinemann Australia extends partnership with Sydney Airport

Heinemann Australia

Heinemann Australia has extended its duty free partnership with Sydney Airport for another eight years until 31st December 2029.

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The German travel retailer was awarded the Sydney Airport concession in late 2014, commencing a seven-and-a-half year tenure on 17th February 2015. That contract was set to expire on 31 August 2022, but the extension will allow the retailer to invest for the long term in one of its key global operations.

A delighted Heinemann Australia Managing Director Richard Goodman told The Moodie Davitt Report that the company had enjoyed a “fantastic relationship” with Sydney Airport management over the initial contract term.

“It is such a collaborative environment. We celebrated our 5th birthday of operations so we are really stoked [pleased] to extend our contract. Sydney Airport is very well-poised for growth,” he said.

“I am delighted that we have attained this agreement extension, as it not only highlights our partner’s trust in us, but it also reflects the success of our company, as well as our brand at Sydney Airport,” said Heinemann Asia Pacific Chief Executive Officer Marvin von Plato.

“The new agreement is based on a collective shared vision concerning an evolution and optimisation of the current space,” said Goodman. These include renovations of the Perfume & Cosmetics area and multiple new “zones” for customers to shop and dwell.

“In this respect, we will start converting our Heinemann Tax & Duty Free stores accordingly in 2020. The new retail spaces will set a benchmark for modern duty free shops with an upgraded design and with the newest brands to offer our passengers the very best of airport retail,” continued Goodman.

The new agreement includes the joint exploration of data and technology initiatives, with both parties working together to create a “truly omni-channel approach” to shopping at Heinemann Tax & Duty Free at Sydney Airport. The plan is to enhance both the digital experience of passengers and the marketing strategies relating to duty free products.

The introduction of new zones to create what Heinemann described as “an even more seamless customer experience” lies at the heart of the company’s plans to elevate the Sydney Airport shopping experience. These areas include “generational spaces,” featuring on-trend and new brands targeting brand-driven passengers by giving them access to new luxury products.

Heinemann Australia will step up efforts to differentiate its perfume assortment from the domestic fragrance market by providing exclusive access for travellers to some of the world’s most exclusive and sought-after brands. Improved beauty services, including women’s and men’s grooming, will also be offered to passengers to experience before embarking on their journey.

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Another luxurious offering in the new shop layout will feature what Heinemann pledged will be a “world-class” promotional zone dedicated to fine Champagnes, caviar and some of the world best Cognacs.