Moscow, 25 September 2018. Imperial Duty Free JSC (IDF) is building on its outstanding position at Moscow’s largest airport, Sheremetyevo (SVO), and expanding its retail space from around 6,700 square metres to the current approx. 10,700 square metres. In the brand-new Terminal B for the handling of domestic flights by Aeroflot, among others, the Russian joint venture between Sheremetyevo Airport and Gebr. Heinemann has opened ten new shops (Main Shop, Gate Shop, Arrival Shop, Fashion & Accessories and Watches & Jewellery (FA + WJ) Boutique, Max Mara, Hugo Boss, Paul & Shark, CK Underwear, Traveller Concept and Kids Shop).
In Terminal E, all four existing shops (Main Shop, FA + WJ Boutique, Swarovski and Kids Shop) were fully and transparently redesigned in four stages during ongoing operations. Thanks to the takeover and integration of additional retail space in the terminal, IDF was able to expand its shop area by around 80 percent here.
Confirmation of a successful partnership
“Imperial Duty Free JSC has established itself as a reliable and competent Duty Free operator at Moscow’s Sheremetyevo Airport since 2014, and we are very proud of our long-term, fair partnership with the airport. For us, the expansion of our joint travel retail operations represents a great confirmation of our entrepreneurial commitment in Russia, which we will continue to develop in future,” said Claus Heinemann, co-owner of Gebr. Heinemann, on this important step for the company.
Alexander Ponomarenko, Chairman of SVO International Airport, said: “Our collaboration with Heinemann, the world leading company that has great experience in the market and develops and utilizes innovative solutions for duty free retail spaces. The result of our joint project is a world-class duty free area that consistently exceeds general expectations of a conventional duty free store. We hope that the new duty free shopping area will be positively perceived by the passengers, making our partnership with Heinemann a role model for international duty free ventures. And right now we start designing of a duty free area in the new Terminal C, which will be commissioned in December 2019.”
Clearly arranged walk-through shop generates additional turnover
The shops in the renovated Terminal E are now much more clearly arranged and brighter, while also offering a greater choice. The Main Shop for perfume and cosmetics (P&C) and liquor, tobacco and confectionery (LTC) employs the walk-through principle, resulting in a considerable increase in passenger interest. This is evident even in the start-up phase due to the recognisable rise in turnover.
Customised multibrand shop concept for luxury brands
Beyond that, since summer 2018, passengers have enjoyed a completely redeveloped multibrand concept for Fashion & Accessories as well as Watches & Jewellery. Within the area of a 760 square meters Accessories boutique and 70 square meters multibrand shop for sunglasses, IDF presents its customers the most attractive luxury brands from these two categories. The design and atmosphere of the shop with its diverse three-wall boutiques and see-through units is inspired by the major department stores of the global stationary retail. Alongside new brands, the FA + WJ shop offers special experiences for which the unique framework has been entirely redeveloped in cooperation with the design office Plajer + Franz: the diamond pattern concept resembles the structure of the precious stone for the shop design, inviting passengers to an exclusive tour/on an exclusive journey within the shopping gallery. Well-chosen materials such as brass, oiled white oak and Italian terrazzo stone emphasize the luxurious ambience of the design settings, which clearly differentiates „Sheremetyevo Duty Free Heinemann“ from its competitors.
The concept offers brand partners the great opportunity of representing themselves with personalized brand furniture on the sales floor. At the same time a great deal of flexibility is given, enabling new topics to be curated at short intervals, recreating new enhancing shopping experiences. New brands as well as long-term global partners such as Cartier, Coach, MCM, Ferragamo, Tumi, Bulgari, Montblanc, Etro and Pinko are part of the project. Hublot, IWC, JaegerLeCoultre as well as exclusive luxury jewellery brands complete the picture of the new luxury multibrand shop.
Terminal B: focussing on domestic travellers
The futuristic design of the new Terminal B provides the optimal basis for the gallery of very bright, open and contemporary shops with an attractive offering for domestic travellers. The currency turbulence in recent years has affected the purchasing behaviour of Russian passengers who are essentially happy to spend money and who have a taste for luxury. They have become more demanding and price-focussed, and they compare prices with those of the domestic market. The new concept in Terminal B has shown that domestic travellers are also willing to make purchases before they fly – if the offer and atmosphere are attractive enough. The new brands in the Fashion & Accessories area have been particularly well received and make up for the ban on the sale of alcohol and tobacco for domestic flights.
High potential among Asian shoppers
In Aeroflot’s business strategy, SVO is seen as an important hub between Europe and Asia. For that reason, alongside Russian passengers, Asians are also among the main target group. Their willingness to spend an above-average “spend per passenger” make them shoppers with particularly high potential. At the same time, Asian customers are very focussed on price and compare the prices in Duty Free shops with alternative offers online, which is why attractive prices need to be the focus.
Outlook: Additional arrival shops and Heinemann&ME
SVO is Russia’s largest airport and the base of Aeroflot, the biggest and most rapidly growing Russian airline with extremely ambitious growth targets. The airport is supporting this growth through the construction of three new terminals. This is expected to double passenger capacity. The first of the three new terminals is Terminal B, which is now open. The next (Terminal C1) is already being built.
“Thanks to our joint venture partnership with the airport, we are extremely close to what is going on and can develop the best concept for the other new terminals, thus guaranteeing economic success. This is reflected in the growth plans for our joint company for the next few years,” said Claus Heinemann.
IDF sees huge growth potential in the building of Terminal C1 as well as in the opening of additional arrival Duty Free shops, among other things. From October 2018, SVO will also join the loyalty programme Heinemann&ME, meaning that passengers at Sheremetyevo will be able to take advantage of attractive online and offline offers as members along their entire journey.
Julia Knors / Corporate Communications Manager
+49 40 3010 2186
Sheremetyevo International Airport
Department of Public Relations
Tel. +7 (495) 578-85-85, +7 (495) 578-20-73