ISRAEL. James Richardson-Heinemann has reopened its duty-free store at the Jordan River land border crossing following a complete refurbishment and expansion of its offer.
The reopening forms part of the company’s ongoing investment in Israel’s border retail network after securing the tender in October 2024 to operate duty-free stores at the country’s land border crossings.
The 500sq m Jordan River Duty Free shop has been redesigned to mirror the concept introduced in the company’s Ben Gurion Airport Terminal 1 operation last year.
The upgraded space includes an expanded brand portfolio, wider category representation and the introduction of several new retail concepts.
A key element of the relaunch is the enlargement of the fragrance offer, including the addition of boutique and niche brands not previously available at the location.
The assortment has also been broadened to include brands aimed at younger consumers.
New departments have been introduced across toys and travel accessories. The toy offer includes international and local brands such as Hot Wheels and Gabby’s Dollhouse, alongside games in Arabic.
The travel category features products including foldable bags, travel pillows, eye masks, gadgets and related accessories.
The refurbished store also incorporates a ‘Mini Market’ zone dedicated to travel-size beauty products, fragrances and cosmetics.
This concept is designed to cater to travellers seeking compact and lightweight products and is currently supported by a ‘Buy 4, Get 1 Free’ promotion.
James Richardson-Heinemann’s customer loyalty programme has been extended to border crossing locations, enabling members to access the same promotions and benefits available at the retailer’s airport stores.
Membership is free of charge and includes exclusive monthly promotions, discount coupons, -10% off a favourite brand and eligibility for a US$100 gift reward on accumulated annual purchases of US$800. Customers are able to join at any time, regardless of flight date.
James Richardson-Heinemann VP Marketing Shani Inbar Kriti commented, “The reopening of the renovated store at the Jordan River crossing is part of our ongoing investment in enhancing the shopping experience for travellers at every point of departure from Israel.
“We see great importance in making a full, modern and diverse duty-free experience accessible also to travellers choosing land border crossings.
“The new store offers a broad brand mix, new categories and advanced services – all aimed at providing travellers with an enjoyable shopping experience from the very beginning of their journey.”
James Richardson-Heinemann, owned by Germany’s Gebr. Heinemann, operates duty-free stores in Ben Gurion Airport terminals 1 and 3, retail units in boarding gate areas, a store serving private aviation passengers and a drugstore in the Shchakim complex.
The company also operates duty-free stores at the Taba and Jordan River border crossings, Ramon International Airport and on Israir international flights. ✈
