Frankfurt Airport Retail (FAR), the operator of all Duty-Free and Travel Value stores as well as various mono and multi-brand stores at Frankfurt Airport, has opened a 316 square meter space dedicated exclusively to fashion, accessories and watches, jewelry categories (FAWJ).
It is integrated into the 1,934 square meter Duty-Free & Travel Value Shop in Terminal 1, Pier A Schengen at Frankfurt Airport.
The multi-brand fashion concept, deployed for the first time in a Duty-Free shop in Frankfurt, clearly stands out visually from the rest of the shop space: Selected materials such as oiled oak, brass and white marble create an ambience luxury shopping. The generic furniture concept developed by Gebr. Heinemann presents the various brands and product groups ranging from ready-to-wear, sneakers and bags to sunglasses, watches and jewelery in a high-quality and uniform environment. The designer frame brings the design and atmosphere of international department stores to the most important international airports and now also makes shopping for passengers a special travel experience in Frankfurt. This is the first time that the multi-brand fashion concept has been implemented in a Duty Free store under the global umbrella of Gebr. Heinemann.
“The bespoke concept offers brands positioned here excellent visibility and a high degree of flexibility to respond to significant trends, address themes and thus keep the space constantly different, inspiring and surprising for passengers. We present the assortment of casual and stylish way, so travelers can quickly get a glimpse of the entire range and relax while shopping for a complete look,” says Jan Richter, Fashion, Accessories & Watches, Jewelery Purchasing Director at Gebr. Heinemann.
New: Men’s Business Unit
A particular highlight in the new space is the men’s business unit. From shirts and ties in the back wall to a table with Boss polo shirts, Happy Socks, Boss and Falke socks, underwear sets and belts, everything is on specially designed furniture. The Mont Blanc brand completes the range perfectly with cufflinks, high-quality leather goods and writing instruments.
Passengers can expect many new brands
“We are delighted to delight passengers in Frankfurt with the premiere of the Gebr multi-brand concept. Heinemann in our Core Duty Free Shop. The FAWJ multi-brand space has a lot to offer thanks to many new brands. The Wear range shines with Tommy Hilfiger, CK, Marc Cain, Polo Ralph Lauren and Hugo, for example,” says Dirk Mörchen, Managing Director of FAR. Georg Fuhrmann, also managing director of FARadds: “The Accessible Luxury leather goods segment around Furla and Coccinelle is now reinforced by the MCM, Michael Kors and See by Chloé brands, and the whole store is gaining in attractiveness for our customers with the new trendy brands.”
“The further development of Duty Free stores shows how the retail landscape at Frankfurt Airport is constantly reinventing itself,” says Jan Dieter Schaap, Head of Retail at Fraport AG.
“We are very excited about the expansion of the range of stylish fashion and accessories at our busy Schengen pier. This will provide our female and male passengers with an even more holistic shopping experience.”
Digital pillars and islands of focus
In the significantly expanded sunglasses product group, the top 10 bestsellers are highlighted in a digital column with videos and the so-called discussion islands are played with different bestsellers depending on the season. These special promotion spaces immediately attract attention with a digital video space and are staged with different themes, for example on the occasion of Mother’s Day.