One of the two Hermès boutiques at Frankfurt Airport has doubled its footprint and been redesigned to meet the expectations of travelling shoppers.
Frankfurt Airport Retail (FAR) is consistently expanding its fashion offer in the luxury segment. The joint venture of the trading company Gebr. Heinemann and the airport operating company Fraport has now reopened one of Frankfurt Airport’s two Hermès boutiques in established location but with a new and larger retail space. With 160 square meters of retail space, the new “Maison” is around twice as large as the previous boutique. The store is located in a prime location behind the passport control and thus in the middle of the highly frequented market place of area B Non-Schengen in Terminal 1.
“For decades, Hermès has succeeded in creating an extremely high level of desire for their products among our international clientele in the luxury segment. We are therefore very pleased to be able to offer our passengers a much wider range of products now, thanks to the expanded sales area. The new store concept offers our customers a shopping experience at the highest level. Frankfurt Airport will become even more appealing for lovers of the most coveted international luxury brands,” says Dirk Mörchen, Managing Director FAR.
“With our new Hermès Maison, we are persistently continuing the brand’s long history of success at this location,” adds Georg Fuhrmann, Managing Director FAR.
“The new Hermès Boutique is a successful component of our upgrades of the marketplaces for premium brands at Frankfurt Airport,” says Ute Pohl, Senior Vice President Retail of Fraport AG.
More space – greater range
The increased retail space allows FAR to display a wider spectrum of goods, and to individually curate and stage the different respective product groups. The new store design allows for better orientation, especially for those air travellers with little time to spare. In the newly opened boutique, passengers will be able to discover the versatile craftsmanship of Hermès. Here they will find product lines (Hermès calls them “métiers”) such as women’s and men’s ready-to-wear, accessories including the iconic Hermès silk carrés, perfumes, handbags and small leather goods, as well as jewellery and tablewear. Another important growth driver is the footwear métier, for which FAR sees great further potential at this location.
In addition to a significantly expanded range, the new Hermès Boutique also offers visitors an impressive new look and feel. From the floor and ceiling design to the inspiring interior, the store presents a warm and friendly ambience. Refined lighting design, earth tones and a unique combination of wood, glass, carpet and natural stone floors all come together to create a luxurious shopping experience. Additional seating invites customers to linger a while.
Both national and international passengers at Frankfurt Airport are enthused by this prestigious and traditional brand, which has stood for luxury, French elegance and craftsmanship for more than 170 years. Hermès is very popular with passengers of all nationalities worldwide. The brand is currently particularly sought-after with air travellers from China, Singapore, Hong Kong, Japan and, more recently, South Korea.
Copyright The Duty Free Hunter 2019