Frankfurt Airport Retail (FAR), the operator of all Duty-Free and Travel Value shops as well as various mono- and multi-brand brand shops at Frankfurt Airport, opened a 316 square meter space dedicated exclusively to the Fashion, Accessories & Watches, Jewellery (FAWJ) categories.
It is integrated into the 1,934 square meters Duty-Free & Travel Value Shop in Terminal 1, Pier A Schengen at Frankfurt Airport.
The multi-brand fashion concept, rolled out for the first time in a Duty-Free shop in Frankfurt, clearly stands out visually from the rest of the shop area: selected materials such as oiled oak, brass and white marble create a luxurious shopping ambience. The generic furniture concept developed by Gebr. Heinemann presents the different brands and product groups from ready-to-wear to sneakers and bags to sunglasses as well as watches and jewellery in a correspondingly high-quality and uniform environment. The design frame brings the design and atmosphere of international department stores to the most important international airports and makes shopping for passengers a special travel experience from now on also in Frankfurt. This is the first time that the multi-brand fashion concept has been implemented in a Duty Free shop under the worldwide umbrella of Gebr. Heinemann.
“The tailor-made concept offers the brands positioned here excellent visibility and a high degree of flexibility to respond to significant trends, curate themes and thus keep the space constantly different, inspiring and surprising for passengers. We present the assortment in a casual and stylish setting, so travelers can quickly get an overview of the entire range and relax while shopping for a complete look,” says Jan Richter, Director Purchasing Fashion, Accessories & Watches, Jewellery at Gebr. Heinemann.
New: Men’s Business Unit
A special highlight in the new space is the Men’s Business Unit. From shirts and ties in the backwall to a table with Boss polo shirts, Happy Socks, Boss and Falke socks, underwear sets and belts, everything can be found on specially designed furniture. The Mont Blanc brand perfectly rounds off the range with cufflinks, high-quality leather goods and writing instruments.
Passengers can look forward to many new brands
“We are excited to delight passengers in Frankfurt with the premiere of the Gebr. Heinemann multi-brand concept in our Core Duty Free Shop. The FAWJ multi-brand area has a lot to offer thanks to numerous new brands. The Ready-to-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 FAR, adds: “The Affordable Luxury segment of leather goods around Furla and Coccinelle is now strengthened by the brands MCM, Michael Kors and See by Chloé, and the entire store gains in attractiveness for our customers with the new trend brands.”
“The further development of the Duty Free stores shows how the retail landscape at Frankfurt Airport is constantly reinventing itself,” explains Jan Dieter Schaap, Head of Retail at Fraport AG.
“We are very pleased about the expansion of the stylish fashion & accessories range in our highly frequented Schengen pier. This will offer both our female and male passengers an even more holistic shopping experience.”
Digital pillars and focus islands
In the significantly expanded product group of sunglasses, the top 10 bestsellers are put in the spotlight on a digital column with videos and so-called focus islands are played with different bestsellers seasonally. These special promotion areas are immediately eye-catching thanks to a digital video area and are staged with different themes, for example on the occasion of Mother’s Day.
