Vienna’s Famous Naschmarkt Comes To The Airport In Latest Retail Flourish
Vienna Airport's flagship store in Terminal 1 has been enlarged by 67% taking it to around 21,500 square feet. Its operator, German travel retailer Gebr. Heinemann , describes it as "offering the largest travel retail experience in Austria."
The enlargement has enabled the expansion of popular categories like sunglasses, leather goods, sneakers, and niche fragrances, plus the arrival of new brands. Heinemann has opted for a furniture system that allows for quick changes without having to replace units.
The flexible design is based on the daytime market stalls at Vienna's Naschmarkt, also one of the city's most popular hubs for evening drinking and dining. Adjustments can be made depending on traveler demand.
Julian Jäger, joint CEO and chief operating officer of Vienna Airport, said that given "exceptional numbers this summer" it was his goal to enhance the shopping offer. "The new duty-free shop has been very successful in this regard: more brand variety, a stronger regional assortment, more fashion and accessories, and a modern atmosphere," he commented.
Traffic at the Austrian gateway—considered an important hub for destinations in Central and Eastern Europe—is expected to top 30 million this year, but not yet reaching 2019's 31.7 million. Revenue at listed parent Flughafen Wien is forecast to exceed €1 billion ($1.1 billion) in 2024. Of this, retail and non-aviation components now have the opportunity to take a bigger share.
Heinemann's director of sales Christoph Stump said that, as well as a wider offer, there were also "more exclusive" ranges. Regional products such as Mozartkugeln, Manner waffles, original Sachertorte, and Viennese wine—all usually in high demand—are now more widely available while new arrivals include fashion labels Steve Madden and Michael Kors, as well as perfume and cosmetics brands such as high-end Armani Privé, Creed, and Kérastase from L'Oréal.
Digital stepsHeinemann has deployed some digital aids such as a lift-and-learn wine screen. Shoppers simply pick up a bottle from a designated spot and information about that wine will appear on-screen automatically to ease the decision-making process.
A demonstration of a similar type of device was shown earlier this year at the global drinks fair Prowein in Duesseldorf where Germany's Ruhrkraft had a cost-effective software solution at the show's new Concept Store space. Ruhrkraft's managing director Markus Hermes said the system also enabled useful insights into marketing and sales. "You can see how many times a bottle has been scanned compared to how many times it was bought," he told me.
Also new to the T1 store is an eye-catching 43-foot high and 23-foot wide digital video wall, designed to make passengers stop in their tracks. It is currently showcasing the Steve Madden brand with a distinctive New York graffiti-style theme. Directly in front of the wall is a promotional space where relevant products are presented.
The store reopening marks a further milestone in the airport's long-standing partnership with Gebr. Heinemann which first opened there in 2003. The partnership has been extended by contract until 2034. Today the travel retailer has nine stores with a total area of almost 52,000 square feet but will add a further 34,500-square-foot store when the south extension opens in 2027.
The southern expansion, costing $470 million, is effectively the enlargement of Terminal 3 and will add more retail services. The airport has noted that it expects to see "increased sales thanks to significantly expanded shopping and catering experiences." These are set to increase by about 50%.
