German fragrance house Mäurer & Wirtz, in partnership with Gebr Heinemann, has opened a 4711 shop-in-shop at Cologne Airport Terminal 1.
Mäurer & Wirtz CEO Thomas Seeger-Helbach cuts the ribbon to open the new 4711 outletThe opening follows the announcement of Mäurer & Wirtz’s plans to grow its travel retail presence and the launch of its new Wunderwasser fragrance.
Speaking at the opening of the shop on 17 April, Mäurer & Wirtz CEO Thomas Seeger-Helbach said: “Today’s event represents a highlight of the long term and successful cooperation between Gebr Heinemann and Mäurer & Wirtz in Germany’s travel retail business. This outstanding setting of the world of 4711 at Cologne Airport demonstrates the substance and potential of this city’s most iconic brand. Our special thanks go to Gebr Heinemann for this trusting cooperation and we are looking forward to mutually benefitting from the success story which is 4711.”
The shop-in-shop, spanning approximately 100sq m, is well positioned post security to offer travellers a “total 4711 experience”, the company said. The area includes a 1.7m counter presenting the ingredients used in the 4711 lines, a history wall detailing the development of the brand through photographs, advertising images, a back wall of 4711 Original Eau De Cologne bottles and an interactive screen for more information about the brand.
The range of 4711 products offered for purchase includes the Original Eau de Cologne, the 4711 Nouveau Cologne, Acqua Colonia and the newly launched 4711 Wunderwasser.
Mäurer & Wirtz Senior Area Manager Margareta Klein said: “This new shop-in-shop demonstrates perfectly the level of support that Mäurer & Wirtz is willing and able to give travel retail. We have worked closely with Gebr Heinemann for many years and are incredibly grateful to them for putting their faith in us and the 4711 brand.
“This is a first and very important step in our ambition to grow our presence in travel retail stores globally. This beautiful new shop-in-shop is both a testament to the historic connection that 4711 has with the city of Cologne and also to the importance that we put in travel retail as a fantastic shop window to the world.”
Heinemann Duty Free Retail Manager in Cologne Kai Langnickel added: “When we thought about creating something unique for our new shop environment we very soon came to know that presenting 4711 in a separate corner would be the right decision regarding turnover potential as well as creating a perfect local footprint.
“We are at Cologne Airport the number one selling outlet for 4711 products within the Heinemann company; the collaboration with Mäurer & Wirtz has been very good and we strongly believe that the new appearance will elate our customers,” he concluded.
Cologne is regarded as the birthplace of 4711. The fragrance was created by Wilhelm Muelhens from his house in the Glockengasse, numbered 4711 by the Napoleonic city administration.
In 2007 Mäurer & Wirtz acquired the perfume brands 4711, Tosca, Sir Irisch Moos and Extase and in 2009 Acqua Colonia was launched as a prestige sub-brand of the 4711 brand.
Gunnar Heinemann of Gebr Heinemann (left) with Mäurer & Wirtz CEO Thomas Seeger-Helbach and Senior Area Manager Margareta Klein at the shop-in-shop opening
The range of 4711 products offered for purchase includes the Original Eau de Cologne, the 4711 Nouveau Cologne, Acqua Colonia and the newly launched 4711 Wunderwasser
