From duty-free to travel experience: How airport retail is changing

Vilnius Airport's departure terminal now boasts a significantly upgraded "Vilnius Heinemann Duty Free" store, a 1,300-square-meter retail space designed to elevate the passenger experience. The newly opened shop features an extensive selection of goods, encompassing cosmetics, confectionery, wines, spirits, tobacco, apparel accessories, jewelry, and toys. Notably, it introduces new product categories such as electronics and fashion items, alongside footwear and travel essentials.

Orinta Amelija Ambrazevičienė, head of "Travel Retail Vilnius," which operates the store, emphasized that the design aligns with contemporary retail trends and traveler behavior. "Today's traveler values their time at the airport as a holistic experience, and our goal is to make it as pleasant as possible," she stated. Ambrazevičienė highlighted that airport retail spaces are increasingly becoming experiential zones, attracting travelers not just for purchases but also for discovery and product sampling.

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Today's traveler values their time at the airport as a holistic experience, and our goal is to make it as pleasant as possible.

The store is part of the global "Gebr. Heinemann" group, a family-owned business with a century-long history. Operating approximately 500 retail outlets worldwide and supplying thousands more, the company emphasizes its long-term perspective, a rarity in the industry. "Gebr. Heinemann" operates in over 100 countries, generating 4.7 billion euros in revenue with around 10,500 employees. The company's longevity, now in its fifth generation of family leadership, allows it to focus on sustainable relationships and strategic planning beyond quarterly results.

"What sets us apart in this market is that we are an independent family business," Ambrazevičienė added. "Continuity, close relationships, and sincere interactions are extremely important to us. Most people we work with know us personally and meet with us regularly. We are flexible and can work according to various cooperation models. We are a long-term partner you can rely on not only today but also in the future."

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What sets us apart in this market is that we are an independent family business. Continuity, close relationships, and sincere interactions are extremely important to us. Most people we work with know us personally and meet with us regularly. We are flexible and can work according to various cooperation models. We are a long-term partner you can rely on not only today but also in the future.