Gebr Heinemann - The Moodie Report

October/November 2006 TENDER ANALYSIS • Copenhagen Airport
Gebr Heinemann
pledges new concepts and
brand-led approach at Copenhagen
In this special section we assess some of the big tenders of 2006, beginning with
Gebr Heinemann’s dramatic victory in the duty free tender at Copenhagen Airport.
When the German retailer takes over the concession next year, what stamp will it
put on retailing at one of Europe’s key travel retail locations?
More events, a bigger profile for brands and a
range of new high-end concepts: those are
just some of the plans that Gebr Heinemann
has lined up for Copenhagen Airport, the latest location
in its retail portfolio. The German wholesaler and retailer
takes over the main duty free contract from The
Nuance Group on 1 March 2007, under a six-year deal.
And it’s a prospect that Gebr Heinemann is relishing.
“Copenhagen is a challenging airport close to our headquarters.
We look forward to working with a professional
team there,” said Gebr Heinemann Co-owner Gunnar
Heinemann on hearing the news last August.
Since then the company has been busy laying out plans
for the main duty free store’s conversion to a 2,900sq m
walk-through shop, aided by the airport’s move to a central
security zone. It will also take over four smaller stores
and an Arrivals outlet.
The retailer pledges “stronger, more consumer-oriented
events in all product categories”. Of those categories,
expect beauty to shine at Copenhagen just as it does at
Frankfurt or its other large retail locations. Expect a new
approach too, based on category management princi-
Liquor in the main tax free store – expect a new
high-end approach to a critical category
Henrik Busch:
“We recognise
there is a story
behind the
products on
the shelves”
ples, to growing areas such as toys and accessories. The
company says it will deliver a new high-end Line of Luxury
approach in liquor and tobacco, and it will follow up
the success of its Airport Specials concept, first launched
at Frankfurt International Airport, with similar events
surrounding new and exclusive products.
The airport authority too is excited about the prospect of a
new retail partner, and the approach to brand activity promised
by Heinemann strikes a chord with Copenhagen Airports
Vice President Commercial Affairs Henrik Busch. He
says: “We are already a well-branded airport. Although we
are also volume driven we recognise there is a story behind
the products on the shelves, which the brands have invested
millions in. We need people to see the logos and feel the
brands’ presence, as well as find what they want easily.”
Busch was impressed by the Heinemann attitude to the
bid process. “On the commercial side it was great to see
how their top management and their owners participated
in the process,” says Busch. “That convinced us they
were focused on the operation here. And we have seen
at Heinemann’s other operations that they believe in a
high level of events, so that will impress our customers.
We’ll see a more high-profile presence from the world’s
top brands. The layout and plans they presented take
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