LITHUANIA. Gebr. Heinemann’s Travel Retail Vilnius has revamped the duty-free store in the Schengen area at Vilnius International Airport, marking a key milestone in the Lithuanian gateway’s wider modernisation programme.
The shop spans 1,300sq m, around +55% larger than the previous retail space, and forms a key part of the airport’s ongoing transformation which includes a new departures terminal, reconstructed terminal facilities and expanded commercial areas.
The Moodie Davitt Report was on location in Vilnius yesterday (16 June) for the store opening, held alongside the official inauguration of the departures terminal and VNO Plaza retail area.
The revamped Vilnius Duty Free store introduces expanded beauty, fashion, footwear and electronics categories while placing local products, artisans and brands at the heart of the retail experience.
Lithuanian Airports CEO Simonas Bartkus linked the store directly to the airport’s wider growth ambitions.
“We are thrilled to see the largest duty-free shop in the Baltics open in Vilnius – an airport which has been witnessing significant infrastructure growth and record passenger numbers,” he said.
“We are thankful to our long-term partners at Gebr. Heinemann for unveiling this central location among the reconstructed departures terminal which will cater to the needs of more than 5 million passengers each year.
“I am certain that a warm and inviting interior paired with a diverse offering will provide a great travel experience for all.”
The redevelopment sits within the airport’s new VNO Plaza commercial zone, a 3,000sq m space connecting the airport’s new and existing terminal infrastructure.
Gebr. Heinemann Sales Director Eastern Europe & Central Asia Oleg Zhytomyrsky said, “Our long-standing partnership with Lithuanian Airports is built on trust, close collaboration and a shared ambition to continuously improve the passenger experience.
“Over the years, we have jointly developed the retail landscape step by step. The reopening of our shops is a natural continuation of this journey, taking our cooperation to the next level.”
During the opening ceremony, ITAB Baltic Managing Director Osvaldas Dabravolskas praised Gebr. Heinemann’s continued commitment to the market.
“I would like to say a big thank you to Gebr. Heinemann for the continuous investment into Lithuania and for your trust in the market,” he said. “I believe it brings value not only for business, but also for the country, its economy and its people.
“This is one of the gateways to our country. So many people will be passing through this beautiful shop and getting their impression of Lithuania. That is why creating a good customer experience is so important, and I think Heinemann has achieved that with this new concept.”
The emphasis on local identity is immediately apparent upon entering the store.
Around 240sq m has been dedicated to Lithuanian products, including local perfumers, fashion designers and artisans working with leather and textiles, alongside traditional confectionery and gourmet products.
Speaking to The Moodie Davitt Report, Travel Retail Vilnius Managing Director Orinta Ambrazeviciene said the team had been highly selective in creating an assortment that authentically represents the country.
“We selected products very carefully to represent Lithuania,” she said. “These include local spirits, confectionery and art. Several designers agreed to cooperate with us, as well as local perfumers – we wanted to show Lithuania at its best.”
Ambrazeviciene said Gebr. Heinemann has maintained partnerships with several local suppliers since it began operating at Vilnius Airport in 2008.
Gebr. Heinemann’s commitment to creating a true sense of place is reflected throughout the store design, which combines contemporary retail architecture with warm natural tones and design cues inspired by Lithuanian ethnoculture.
Ambrazeviciene added, “With the reopening in Vilnius, we are taking the next step in translating changing passenger expectations into a concrete retail experience.
“The new concept integrates retail seamlessly into the passenger journey, while at the same time putting a strong emphasis on local identity.
“This combination allows us to create a distinctive sense of place that resonates with international travellers and reflects the uniqueness of Lithuania.”
The new store also significantly broadens the retail offer.
A standout feature is the 300sq m beauty zone, where niche fragrances occupy a prominent position alongside established international brands.
“We have expanded the beauty category and created a beautiful niche area that we didn’t have before,” Ambrazeviciene told The Moodie Davitt Report. “We are very proud to have many niche brands because it is not always easy to bring them onto the shop floor.”
Other additions include electronics, fashion, footwear and travel essentials, while new digital features have been integrated throughout the store.
Among them are flight information displays positioned within the retail space itself – a feature Ambrazeviciene believes helps passengers spend more quality time in the store.
“When customers can check their flight information all the time, they are more relaxed and can spend more time in the shop,” she said. “It’s about convenience and making use of dwell time.”
For Gebr. Heinemann Co-CEO Max Heinemann, the project represents far more than a store refurbishment.
Addressing guests during the ribbon-cutting ceremony, he praised the collaborative approach between retailer and airport.
“We are witnessing what can become reality if we all stick together, work collaboratively and do something for the travelling public that we serve every day,” he said.
He highlighted the unusual opportunity to build a retail concept as an integral component of the airport’s future development plans.
“We don’t always get the chance to build a shop in the centre of an airport’s vision,” Heinemann noted.
He also pointed to the architectural qualities of the space, particularly its openness and natural light.
“To have ceiling heights that open up and show us the sky above us, bringing natural light not only onto the products but also onto the people in the store, is very special.”
Yet Heinemann stressed that people ultimately define the customer experience. “It’s a beautiful store, but at the end of the day we have to bring it to life with products and people.”
For Ambrazeviciene, the project is not a conclusion but the beginning of a new chapter: “I think this is the future and not the end of our operation here. With every step, every new tender and every new shop opening, we’re trying to be better at creating something extraordinary.” ✈
Scroll to see more photographs from the store opening
