Heinemann is expanding its Sydney Airport offering into the space's domestic terminals with the launch of a new department store concept. Heinemann opened in the international terminal earlier this year.
Spanning 2,270 sqm across both T2 and T3 terminals – 1,765 sqm in T2 and 506sqm in T3 – the new department store is expected to open in July 2023. It will offer products across fashion, accessories, watches, jewellery, perfumes, cosmetics, skincase, confectionary and alcohol, from local and international brands.
The retail mix is curated to reflect each terminal’s passenger base. T2 is expected to feature designer streetwear and athleisure, on-trend product categories such as niche fragrances to appeal to leisure travellers and youthful demographic. T3 will deliver a luxury aesthetic, with a retail offer focused on gifting featuring luxury fashion, accessories and beauty brands appealing to discerning shoppers and seasoned business travellers.
Heinemann will operate the stores on a five-year concession, expanding its footprint from its current duty-free concession which runs to 2029 at the T1 International Terminal.
Sydney Airport executive GM of commercial Mark Zaouk said the new department store comes off the back of its newly launched luxury space in its T1 International Terminal.
“Heinemann delivered a strong vision for what we wanted to achieve, and it was a natural fit to extend our partnership to T2 and 3 to provide a cohesive, high-quality shopping experience across the airport,” Zaouk said.
Heinemann’s full domestic airport product assortment will be available on its web shop, and the retailer will deploy its Heinemann & Me loyalty programme in its domestic airport stores. Added services include click-and-collect along with its international duty-free shops.
The company will also offer Australia-wide home delivery services.
Heinemann APAC CEO Marvin von Plato said the new domestic concession is a step change in its regional business model.
“[It] is a huge opportunity to engage with customers well before and after they actually travel, reinforcing our goal to be a valuable travel companion,” von Plato said.
“This also represents a natural extension of our relationship with our brand partners into the domestic market.”
Heinemann Australia MD George Tsoukalas said the possibilities in a domestic retail offer are strong.
“We are now able to offer more brands and value-added services like home delivery, all enhancing the customer experience,” Tsoukalas said. “We are also thrilled to pioneer this new concept in Australia, which we know customers will love.
“This new concession is the fruit of the great trust and collaboration we have built with Sydney Airport in our duty-free business and we are delighted to have the opportunity to deepen our partnership with them.”