On 14 April, Frankfurt Airport Retail (FAR), a joint venture between Gebr. Heinemann and the airport operating company Fraport, celebrated the opening of the new Boss shop in Terminal 1 at Frankfurt Airport.
The store is located in Pier A Schengen on an area of 140 square meters. It is the world’s first Travel Retail mono-brand boutique in the new concept and branding after the relaunch of the brand in 2021. Overall, it is already the fourth presence of the Boss brand at Frankfurt Airport and the 13th under the of the Gebr. Heinemann Group worldwide. Centrally located in the terminal, passengers encounter the exclusive boutique, which carries both the women’s and men’s collections, immediately after leaving the Main Duty Free Shop.
“The opening of the Boss mono-brand boutique is a highlight in our busy Terminal 1. We are particularly proud that the new look is celebrating its premiere in global Travel Retail here in Frankfurt”, says Dirk Mörchen, Managing Director of FAR.
Georg Fuhrmann, also Managing Director of FAR, adds: “The joint implementation of the new concept in Travel Retail is proof of the fruitful cooperation between Gebr. Heinemann, FAR and Hugo Boss. Fraport has also given us excellent support, as always.”
“We are delighted to welcome another Boss brand store to our airport, expanding the range of products for our customers”, explains Jan-Dieter Schaap, Head of Retail at Fraport AG.
“The innovative and new concept addresses the customer needs in the A Schengen passenger area.”
Relaunch with strong lifestyle reference and campaign videos in XXL format
The core of the new store concept is a pronounced focus on the lifestyle segment and strong digital impulses. A special highlight is the digitalized façade on which changing campaign videos in XXL format encourage travelers to visit the boutique. The store presents itself in an urban aesthetic, with a clear look and many wooden elements. Modern design elements give the brand plenty of space to present the collections.
For the opening of the new mono-brand boutique, customers could have their newly purchased pullovers personalized in the store.
“The relaunch of the Boss brand is also reflected in the assortment, such as the Boss X NBA collection with sweats and sneakers in the style of the American basketball league. The new design concept and the strong digital elements enable us to curate and stage the assortment and individual product groups in an even more targeted way. This offers customers a much better orientation and, above all, provides passengers with little time an even more enjoyable shopping experience”, says Jan Richter, Director Purchasing Fashion, Accessories & Watches, Jewellery at Gebr. Heinemann, underlining the strategic weight of the brand realignment for the future of the long-standing global partnership with Boss.
A new look and feel for the renowned brand
The look and feel for the Hugo and Boss brands from Hugo Boss has been visibly rejuvenated and dynamized since the relaunch. The Boss brand mainly appeals to millennials aged 25 to 40, while Hugo targets Generation Z of the under-25-year-olds. The new #BeYourOwnBoss campaign supports the change with well-known names like Kendall Jenner and other mega-influencers from the world of fashion, music and sports. The brands’ traditional logos have also been revamped for the first time in 50 years, setting sail for greater relevance and the goal of generating higher revenues from the premium brand. In the course of this year, the other Boss presences at Frankfurt Airport will also be equipped with the new logo.
