Heinemann Asia Pacific’s Malaysia business enters into a new chapter at Kuala Lumpur International Airport 2 (KLIA2) with an expanded retail footprint, a complete redevelopment of its shops, and the launch of the Heinemann retail brand, web shop and global membership programme in Malaysia.
Heinemann’s strengthened partnership with Malaysia Airports Berhad (MAHB) is 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 Commercial Reset programme not only takes into consideration the operational challenges and lost revenue that MAHB tenants faced during the pandemic crisis, but 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,” commented Johannes Sammann Chief Operating Officer of Heinemann Asia Pacific. “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.”
As part of the redevelopment, Heinemann has created a new open shop concept, opening up the floor plan for improved visibility across the shops stocking Perfumes & Cosmetics, Fashion & Accessories, Confectionery and Toys. Heinemann will also debut a new experiential zone dedicated to marketing activations that will drive footfall and shopper engagement with its products. In addition, Heinemann will take over gate retail space to provide a more convenient shopping experience for passengers right up until boarding, bringing its total footprint at KLIA2 to 1,686 sqm.
Along with the Heinemann Duty Free retail brand, Heinemann will introduce the Heinemann & Me loyalty programme and its web shop to KLIA2 passengers, providing exclusive promotions and partner benefits, and a more seamless shopping experience across Heinemann shops around the world. The Heinemann & Me loyalty programme reached more than 1 million members globally in April 2022.
The new, redeveloped shops will be reopening to travellers progressively over the next months.