GERMANY. Frankfurt Airport Retail (FAR), the joint venture between Gebr. Heinemann and Fraport, opened a 140sq m Boss shop in Frankfurt Airport Terminal 1 on 14 April.
The store in Pier A (Schengen) is the world’s first travel retail mono-brand boutique under the new Boss concept, following a relaunch of the brand in 2021. Overall it is the fourth Boss store to open at Frankfurt Airport and the 13th to open through Gebr. Heinemann worldwide. Positioned close to the main T1 duty free shop, it carries men’s and women’s collections.
The new store concept focuses on the lifestyle segment and features strong digital engagement. A highlight is the digitalised façade on which changing campaign videos in XXL format encourage travellers to visit the boutique. The store presents an urban aesthetic, with a clear look and many wooden elements under a modern design.
For the opening of the new mono-brand boutique, customers could have their newly purchased pullovers personalised in the store.
“The opening of the Boss mono-brand boutique is a highlight in our busy Terminal 1. We are particularly proud that the new look is celebrating its premiere in global travel retail here in Frankfurt,” said FAR Managing Director Dirk Mörchen.
FAR Co-Managing Director Georg Fuhrmann added: “The joint implementation of the new concept in travel retail is proof of the fruitful cooperation between Gebr. Heinemann, FAR and Hugo Boss. Fraport has also given us excellent support, as always.”
“We are delighted to welcome another Boss brand store to our airport, expanding the range of products for our customers,” explained Jan-Dieter Schaap, Head of Retail at Fraport. “The innovative and new concept addresses the customer needs in the A Schengen passenger area.”
Gebr. Heinemann Director Purchasing Fashion, Accessories & Watches, Jewellery Jan Richter said: “The relaunch of the Boss brand is also reflected in the assortment, such as the Boss X NBA collection with sweats and sneakers in the style of the American basketball league. The new design concept and the strong digital elements enable us to curate and stage the assortment and individual product groups in an even more targeted way. This offers customers a much better orientation and, above all, provides passengers with little time an even more enjoyable shopping experience.
The look and feel of the Hugo and Boss brands have been “visibly rejuvenated and dynamised since the relaunch,” noted the retail partners.
The Boss brand mainly appeals to millennials aged 25 to 40, while Hugo targets Generation Z or under-25 year olds.
The new #BeYourOwnBoss campaign supports this change with names like Kendall Jenner and other influencers from the world of fashion, music and sports.
The brands’ traditional logos have also been revamped for the first time in 50 years, aiming for greater relevance and to drive higher revenues. During this year, the other Boss locations at Frankfurt Airport will be equipped with the new logo.