GERMANY. Frankfurt Airport Retail (FAR), the partnership between Fraport and Gebr. Heinemann, has opened a 316sq m space dedicated to fashion, accessories & watches and jewellery (FAWJ) at Frankfurt Airport Terminal 1, Pier A (Schengen zone). For the first time at the airport, these categories are integrated into the 1,934sq m duty free & Travel Value store.
FAR manages all duty free and Travel Value shops as well as various mono- and multi-brand brand shops at Frankfurt Airport.
The multi-brand fashion concept stands out visually from the rest of the shop through materials such as oiled oak, brass and white marble to evoke a sense of luxury.
The generic furniture concept developed by Gebr. Heinemann presents the brands and product groups – from ready-to-wear to sneakers and bags to sunglasses and watches & jewellery – in a “high-quality and uniform environment” said FAR.
The new space “brings the design and atmosphere of international department stores to the most important international airports and makes shopping for passengers a special travel experience from now on also in Frankfurt,” FAR added in a statement. This is the first time that the multi-brand fashion concept has been implemented in a duty free shop by Gebr. Heinemann worldwide.
“The tailor-made concept offers the brands positioned here excellent visibility and a high degree of flexibility to respond to significant trends, curate themes and thus keep the space constantly different, inspiring and surprising for passengers. We present the assortment in a casual and stylish setting, so travellers can quickly get an overview of the entire range and relax while shopping for a complete look,” said Gebr. Heinemann Director Purchasing Fashion, Accessories & Watches, Jewellery Jan Richter.
A highlight in the new space is the Men’s Business Unit. This features shirts and ties in the backwall to a table with Boss polo shirts, Happy Socks, Boss and Falke socks, plus underwear sets and belts. The Montblanc brand is also present with its cufflinks, leathergoods and writing instruments.
FAR Co-Managing Directors Dirk Mörchen said: “We are excited to delight passengers in Frankfurt with the premiere of the Gebr. Heinemann multi-brand concept in our Core Duty Free Shop. The FAWJ multi-brand area has a lot to offer thanks to numerous new brands. The ready-to-wear range shines with Tommy Hilfiger, CK, Marc Cain, Polo Ralph Lauren and Hugo, for example.”
Co-Managing Director Georg Fuhrmann said: “The affordable luxury segment of leathergoods around Furla and Coccinelle is now strengthened by the brands MCM, Michael Kors and See by Chloé, and the entire store gains in attractiveness for our customers with the new trend brands.”
Fraport Head of Retail Jan Dieter Schaap said: “The further development of the duty free stores shows how the retail landscape at Frankfurt Airport is constantly reinventing itself. We are very pleased about the expansion of the stylish fashion & accessories range in our highly frequented Schengen pier. This will offer both our female and male passengers an even more holistic shopping experience.”
In the expanded sunglasses offer, the top ten bestsellers are put in the spotlight on a digital column with videos and seasonal best-sellers appear on what the retailer calls ‘focus islands’. “These special promotion areas are immediately eye-catching thanks to a digital video area and are staged with different themes, for example on the occasion of Mother’s Day,” said FAR.
