MALAYSIA. Heinemann Asia Pacific is expanding its retail footprint at Kuala Lumpur International Airport 2 (KLIA2). The regional division of the Hamburg-based retailer and distributor is redeveloping its shops and launching the Heinemann Duty Free brand, web shop and global membership programme in Malaysia.

Heinemann has created a new open shop concept for low-cost terminal KLIA2, allowing improved visibility across the shops in perfumes & cosmetics, fashion & accessories, confectionery and toys categories. Heinemann will also debut a new experiential zone dedicated to marketing activations to drive footfall and shopper engagement.

Exporting the family name: Impressions of how the Heinemann Duty Free branding will feature on P&C (above) and confectionery store fronts at KLIA2

In addition, the company will take over gate retail space to provide a more convenient shopping experience for passengers pre-boarding, bringing its total footprint at KLIA2 to 1,686sq m. Heinemann Asia Pacific has operated at KLIA2 since 2014 under the ‘be duty free’ brand. The new and redeveloped shops will open over the coming months.

Heinemann said it has strengthened its partnership with Malaysia Airports (MAHB) as part of the airport group’s Commercial Reset programme, which aims to reinvigorate airport commercial areas by introducing new brands and more experiential concepts.

The programme takes into consideration the operational challenges and lost revenue that tenants faced during the pandemic crisis. It also facilitates investment by brands and retailers through “a more dynamic rental model which forms the basis for sustainable, long-term partnership”.

“We are thrilled to have strengthened our partnership with MAHB and to have the opportunity to refresh our offering to KLIA passengers,” said Heinemann Asia Pacific Chief Operating Officer Johannes Sammann. “We are now much better positioned to welcome back more travellers in 2022 and beyond with brand new shops and more appealing offers for customers.”

Along with the Heinemann Duty Free retail brand, Heinemann will introduce the Heinemann & Me loyalty programme and its web shop to KLIA2 passengers. The Heinemann & Me loyalty programme reached more than 1 million members globally in April 2022, and offers exclusive promotions and partner benefits.

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