The sales areas under the Sheremetyevo Duty Free Heinemann brand are managed by Imperial Duty Free JSC, a subsidiary of MASH JSC, created jointly with German Gebr. Heinemann SE & Co. KG. Imperial Duty Free JSC has existed since 2013 and has already established itself as a reliable and competent duty-free operator in Sheremetyevo.

In total, the company opened 10 stores on the territory of the new Terminal B and 4 stores - as part of the modernisation project of Terminal E. The total area of ​​the Sheremetyevo Duty Free Heinemann chain stores increased by more than 1.5 times. Sheremetyevo passengers now have almost 11,000 square meters of retail space. The new Duty Paid zone in Terminal B alone covers an area of ​​about 2,600 square meters, which makes it one of the largest shopping areas at airports in the world. Commercial areas of Sheremetyevo Duty Free Heinemann are integrated into the space of the sterile zone, which significantly affects the conversion rates of passengers into buyers.

“When we started to modernise the retail space at the airport’s terminals, we set ourselves the task of creating the most comfortable environment for passengers who could use this time most successfully while waiting for the flight. Shopping in stores is an integral part of the passenger experience. We conducted a deep comprehensive study to work out the idea of ​​creating new shopping areas. To implement this idea, we sought to cooperate with world leaders in their segments that have extensive experience. Our main customers are passengers who put Sheremetyevo among the best airports in the world, largely due to the fact that the airport has products of world famous brands. Together with Heinemann, we managed to turn the idea of ​​what a modern Duty Free shop should look like. I hope that our shopping areas will be appreciated by passengers, and our cooperation with Heinemann will be a model of international industry partnership, ” Alexander Ponomarenko said at the opening.

“I am extremely proud and pleased with what we achieved in Sheremetyevo.” I am pleased to be in our stores in terminals B and E. As for the retail sector, I can assure you that what we have achieved together with Sheremetyevo is the highest international standard in this area. I can safely say that this is the best brainchild that we were able to create. I am glad that we managed to create stores that are so huge in size that, at the same time, are conveniently located and offer a wide range of goods. The stores represented today, in my opinion, are a vivid example of our successful cooperation with Sheremetyevo. Cooperation with Sheremetyevo, in my opinion, is an excellent example of cooperation between Russian and German companies. We are at the very beginning of the journey and new stores are just the beginning. We have more ambitious plans for joint work, and I think that there are great opportunities for German business to invest in the Russian market, ”Klaus Heinemann said in his turn.

Sheremetyevo and Heinemann are counting on the needs of customers with different income levels and assured that the range of goods can satisfy all airport passengers of all ages. In addition, the Sheremetyevo Duty Free Heinemann selects such a range of products and goods that will be of interest not only to Russian passengers, but also to guests of our country from other states.

Among the companies presenting their products in Sheremetyevo stores such companies as Heinemann, Cartier, Frederique Constant, Maurice Lacroix, Rado, Tissot, Longines, Max Mara Weekend, Marc Cain, Boggi, Armani Exchange, Pinko, MCM , Coach, CK Underwear.

“I want to note that the Sheremetyevo airport is definitely separate in terms of the development of Duty Free. We plan to develop this business more actively, because in Russia it is not a secret, there is a segment of passengers that is quite interesting for us, who are willing to spend their money actively not only in the luxury industry. There are also quite a lot of Chinese passengers flying through Sheremetyevo Airport, so we are focused on the further construction of the business and the further construction of stores. I think that in the sphere of duty-free shops there are great opportunities in Sheremetyevo, because this airport is the largest international hub with a large passenger traffic, ”- Klaus Heinemann emphasised.

Indeed, among the Russian airports, Sheremetyevo is the leader in terms of passenger traffic from China, both main and transit. For this reason, Chinese passengers are one of the key target audiences for the Sheremetyevo Duty Free Heinemann. A distinctive feature of this group of buyers is the high purchasing power, love for premium goods and luxury brands, as well as the habit of making payment using electronic wallets. Imperial Duty Free JSC is attentive to the needs of its customers, so purchases in stores can be paid not only with cash or traditional bank cards, but also with AliPay, Apple Pay and Samsung Pay; In the near future, it will be possible to pay for purchases with WeChat. For comfortable shopping, all advertising materials and navigation are translated into Chinese, promotions are regularly held together with partners, for example, a special offer together with China UnionPay. The result of an integrated approach to the needs of the target audience is a higher average check and conversion for this group of customers.

“JSC “Imperial Duty Free” has existed since 2013 and has already established itself as a reliable and competent duty-free operator in Sheremetyevo. We are proud of our effective partnership with the airport. Expanding our presence in the duty-free market in Russia is an obvious confirmation of our interest in long-term cooperation, ” - said Klaus Heinemann.

As part of the modernisation project of the Southern Terminal Complex, the commercial space of Terminal E was reconstructed. As a result, the total area of ​​Sheremetyevo Duty Free Heinemann stores in the terminal increased to 3,200 square meters. m. Separately, it is worth noting the improved multi-brand concept of boutiques of clothing, accessories, watches and jewellery. On the area of ​​760 square meters are the corners of the brands Bvlgari, Hublot, IWC, Jaeger-LeCoultre, Montblanc, Chaumet, Magerit, Pasquale Bruni, Roberto Coin, Etro, Furla, Coach, MCM, Pinko, Tumi; another 70 square meters is reserved for a multi-brand store of points. Specially selected finishing materials, such as brass, oiled white oak and Italian terrazzo, highlight the luxurious atmosphere of the Sheremetyevo Duty Free Heinemann store and put it on par with the most modern architectural and functional solutions on the Duty Free market.

“In total, Sheremetyevo spent several tens of millions of dollars on development, directly, Duty Free. The development, in general, of the non-aviation business for Sheremetyevo is an extremely important part, because according to the results of last year, we achieved 43% of the total income of the airport due to non-aviation activities. Of course, Duty Free is one of the main items of non-aviation income, so we pay great attention to this. Taking into account the results of cooperation with Heinemann, achieved to date, we are pleased with this cooperation and we will move on. We have a new terminal ahead and I hope that we will create something interesting there, ”- noted Mr. Ponomarenko.

The retail zone of Terminal B is harmoniously designed by the architects of Gebr. Heinemann SE & Co. KG in the space of the airport complex, made in the style of Russian constructivism. Among the 10 stores in the new shopping area are 2 flagships: the main categories store and multi-brand clothing and accessories store, children's clothing boutique, travel goods and mono-brand Max Mara, Hugo Boss, Paul & Shark, CK Underwear. The terminal has a sales point in the format of the last minute shop, where you can purchase goods just before the departure gate. The location along the line of movement of passenger traffic from the inspection zone to the gates, the lack of walls and windows in the facade line provides a fundamentally new level of integration of retail space with the airport environment; for passengers, this means the possibility of comfortable shopping without losing time. Travellers arriving at Terminal B can also visit the store located in the baggage claim area: 150 square meters. m presents bestsellers and news of the main categories.

The range of products includes both goods traditionally demanded by passengers of domestic airlines, as well as novelties, and exclusive products. Fluctuations in the exchange rates of recent years have affected the consumer behaviour of Russians, and the price becomes one of the factors determining the very possibility of making a purchase. Therefore, the optimisation of the range, coupled with the correct positioning - a necessary condition for success for the market, the demand for which is becoming increasingly sensitive to price. JSC "Imperial Duty Free" takes into account changes in the behaviour of its customers and adapts the range to the capabilities and expectations of the most diverse groups of customers.

Special mention deserves the concept of duty free in stores on arrival: the industry expects changes in legislation, allowing to enter stores in the areas of arrival in the duty-free mode. This will be an excellent solution for travellers arriving in the country: the supply of goods at the duty free prices upon arrival can significantly affect the consumer behaviour of the audience, especially with regard to the airport development program, which implies an expansion of commercial space.

“We have begun construction of a new terminal C. The capacity of its first line is 20 million passengers per year. Commissioning in commercial operation - December 2019. In the new terminal, about 20 thousand square meters were allocated for commercial areas, where about 6 thousand square meters are for Duty Free. I hope that we will create something unique in Terminal C and here I will hope for Heinemann, its talent and experience,” - said Alexander Ponomarenko.

In October of this year, Sheremetyevo Duty Free Heinemann plans to join the Heinemann & Me loyalty program. Proven as an excellent tool for building and maintaining customer loyalty, the program aims to increase the number of repeat purchases and the average check among the frequent flyer audience. For Imperial Duty Free JSC, the implementation of the program is an important development project, which allows to better identify the needs and expectations of its customers and, ultimately, improve business efficiency and the level of service for customers.