Gebr Heinemann, shopping, store, duty-free, tax-free, cph, Copenhagen Airport, terminal, millennials, target, technology
Gebr Heinemann / DFNI

New shopping zone at CPH targets millennials

German retail giant Gebr Heinemann and Copenhagen Airport open a futuristic new duty-free area.

As a further step in its ongoing expansion and renovation, Copenhagen Airport has opened its new tax-free shopping zone in Terminal 2, designed by German retail giant Gebr Heinemann.

The area has a renewed focus on a Danish sense of place, the retail operator says, while in particular targeting millennial travellers and deploying digital accents and an expanded and curated product range.

The opening comes after a new five-year contract was signed between airport and retailer on March 1 and is the second extension Heinemann has gained from CPH, marking over a decade of partnership, the travel retail news site DFNI reports.

The duty and tax-free store is one of six at the airport but accounts for 85% of Heinemann’s turnover in Copenhagen, and now increased by 200sqm to a total of 2,600sqm.

The renovation took four months and the zone sports an innovative new look and feel with a significantly expanded range, Gebr Heinemann stresses.

What’s new
New elements include a stronger sense of Danish architecture and Nordic atmosphere, a centrally located ‘#looklab’ make-up area targeting millennials, a ‘digital waterfall’ and other shop fittings with a category-first approach, a bigger product range with new and local brands, and a focus on cross-category merchandising.

“We are happy with what we have achieved in close collaboration with CPH. The new #looklab is a fantastic approach to a new category of customers who we in Copenhagen perhaps did not reach with the traditional design of the shop before,” Raoul Spanger, Gebr Heinemann’s executive director for retail and HR, told DFNI at the ribbon cutting ceremony on July 3.

“They [millennials] are coming to this beautiful city which has a youthful design culture and we have translated that into this prototype.”

Related stories

Nordics help Heinemann’s “healthy” turnover

Heinemann plots Vilnius airport expansion

Rebound in non-aviation spend at CPH