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Munich Airport CEO Michael Kerkloh (left) and Eurotrade Managing Director Hellmut Gebhardt (centre) are among the dignitaries cutting the ribbon to mark the opening of the new-look Terminal 2 store |
GERMANY. Munich Airport retail subsidiary Eurotrade has completed a one-year renovation and expansion project on its main store in the Schengen area of Munich Airport Terminal 2.
The project, which has almost doubled the size of the core category shop to 1,300 sq m, was celebrated at a gala reopening yesterday attended by 500 guests, including suppliers, partners, several German celebrities and, representing the travel retail media, The Moodie Report.
The new outlet serves approximately 65% of the 25 million passengers using the terminal, which is allocated exclusively for Lufthansa and other Star Alliance carriers.
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A strong presence for Bavarian beers and regional delicacies enhances the shop’s Sense of Place |
 Munich T2: a morning commuter’s perspective |
| For the business commuter it is a shame that the terminal’s varied and impressive range is not fully available at this hour (07.30) – particularly the intriguing Bavarian gift shop Herrmann Gifts, which I was forced to stare at longingly through darkened windows |
| More on The Moodie Blog |
Although situated on the Schengen level, long-haul passengers also pass the store on their way to the non-Schengen level.
So while the majority of space is devoted to duty paid goods (with an emphasis on fashion accessories, beauty and souvenirs), the shop also hosts a big duty free liquor offer including what Eurotrade claims is the second biggest whisky collection in European travel retail, behind London Heathrow Airport.
Confectionery, jewellery and Bavarian gifts are also well represented, and the sunglasses category has also been bolstered with the addition of high-end brands including Ray Ban, Prada, Gucci, Fendi and Maui Jim.
Eurotrade Managing Director Hellmut Gebhardt took The Moodie Report on a tour of the new core category shop as well as the multi-brand luxury outlet, which was completed in December 2011.
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A host of celebrities helped relaunch the shop, with an acoustic set from Germany’s Eurovision Song Contest entrants |
The luxury boutique – featuring brands including Montblanc, Bvlgari, Etienne Aigner, Polo Ralph Lauren, Burberry and Escada, which do not often share space in a single outlet – is emblematic of the retailer’s unorthodox approach to airport retail. In the main store the retailer’s strategy is displayed by, among other things, the fact that only very few brands have personalised furniture; although a rotating schedule in highly visible promotional areas guarantees strong exposure for brands.
Gebhardt said: “We want passengers to know that, as well as the brands being on offer, they are in Munich.”
Further distinctive Bavarian flavour is added by a strong offer of souvenir beers from the region, including mini kegs and beer selection packs. Gebhardt reported that despite their bulk such destination items prove very popular with passengers from Asia Pacific, and India in particular.
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There’s an understated approach to personalisation in the T2 store |
The celebration had an extra dimension as Munich Airport celebrates its 20th anniversary this year. Traffic has more than trebled in that period, reaching 38 million passengers last year, while Eurotrade has evolved from a 30sq m convenience store in the old airport in 1974 to an organisation of almost 1,000 staff and 15 duty free shops across the airport.
Munich Airport CEO Michael Kerkloh said: “Munich is consistently named as the preferred transfer airport in Europe in consumer surveys, and its retail business has become a benchmark for the industry. We are unusual in this business in that we own our own retail operation.
“This new project shows again that we have the expertise to do so. It also shows the importance of our commercial operations as we aim to become even more successful as an intercontinental hub.”
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Gebr Heinemann Co-Owner Gunnar Heinemann, whose company supplies Eurotrade, and Travel Retail Experts’ Lutz Natonek were among 500 guests invited to celebrate the reopening last night in Munich |
NOTE: A full report on Munich Airport and Eurotrade will appear in the next print edition of The Moodie Report.
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