Heinemann adds two Hapag-Lloyd ships to its expanding cruise business

GERMANY. Hamburg-based global travel retailer Gebr Heinemann has become a shop operator on the new Hanseatic Nature ship from Hapag-Lloyd Cruises which set sail for the first time on 5 May. The company will also operate onboard Hanseatic Inspiration from October, both as part of a 10-year contract.

Hanseatic Nature is one of three Expedition Class ships that will set sail between May this year and 2021.

Hanseatic Nature is a luxury expedition ship carrying a maximum of 230 guests and Heinemann will be offering them an exclusive selection of products onboard. These range across the categories of beauty, fashion/accessories, watches/jewellery and confectionery, plus Hanseatic Nature logo items.

Heinemann is operating a 62sq m shop on Deck 4, designed using the theme: ‘Inspired by nature’. In addition to a plentiful amount of white, with wood-finish details, the shop features copper and turquoise tones. An ice floe pattern on the ceiling ties in with the ship’s polar itineraries.

In a statement the travel retailer said: “Customers sense that they are not just in any random shop, but rather in a shopping environment in the middle of turquoise blue water or the ice of the Arctic and Antarctic.”

The store has been designed using the theme: ‘Inspired by nature’, from floor to ceiling.

On choosing what to stock, Gebr Heinemann Director Cruise Liner, Ricarda Frentzel-Beyme, commented: “The particular challenge lies in presenting Hanseatic Nature guests with the broadest possible portfolio of international brands in a relatively small retail space. The expedition ship focuses on luxury and exclusivity for its affluent guests (who) are primarily interested in finding memories of their very special journey.

“That’s why we have put together our assortment in a very individual way and tailored it to the needs of this clientele. In cooperation with the jeweller Wempe, for example, we have a watch in our range that was produced exclusively for Hanseatic Nature.”

New ship on the horizon

Heinemann will also go aboard Hanseatic Inspiration this October with a similar retail offer to Hanseatic Nature in a shop of the same size.

The travel retailer has been a partner of Hapag-Lloyd Cruises for many years and operates the shops on Europa and Europa 2 as a retail concessionaire. Frentzel-Beyme said: “The fact that we are also on the two new expedition ships is a great confirmation of our commitment to date. For many years now, we have been working with Hapag-Lloyd Cruises in a goal-oriented way to create tailor-made shopping experience on their ships.”

Hapag-Lloyd’s third Expedition Class ship, Hanseatic Spirit, will launch in 2021. While the first two ships on which Heinemann has secured retail contracts will be German-speaking – with all cruises conducted in German only, Hanseatic Spirit will be an international ship, with all cruises conducted in both English and German.

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