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NEWS Last modified on September 28, 2018

Imperial Duty Free expands operation at Moscow–Sheremetyevo

Imperial Duty Free JSC (IDF) has expanded its operations at Moscow­–Sheremetyevo International Airport to cover more than 10,700sqm of outlets across two terminals.

In the brand-new Terminal B, the venture between the Russian gateway and Gebr Heinemann, has opened ten new shops (Main Shop, Gate Shop, Arrivals Shop, Fashion & Accessories and Watches & Jewellery (Boutique, Max Mara, Hugo Boss, Paul & Shark, CK Underwear, Traveller Concept and Kids Shop).

In Terminal E, all four existing shops (Main Shop, FA + WJ Boutique, Swarovski and Kids Shop) were fully and transparently redesigned in four stages during ongoing operations.
“Imperial Duty Free JSC has established itself as a reliable and competent duty free operator at Moscow’s Sheremetyevo Airport since 2014, and we are very proud of our long-term, fair partnership with the airport,” enthuses Claus Heinemann, co-owner of Gebr Heinemann.

“For us, the expansion of our joint travel retail operations represents a great confirmation of our entrepreneurial commitment in Russia, which we will continue to develop in future.”
Alexander Ponomarenko, chairman of Moscow Sheremetyevo International Airport (SVO), said: “The result of our joint project is a world-class duty free area that consistently exceeds general expectations of a conventional duty free store.

“We hope that the new duty free shopping area will be positively perceived by the passengers, making our partnership with Heinemann a role model for international duty free ventures.

“And right now, we start designing of a duty free area in the new Terminal C, which will be commissioned in December 2019.”
The shops in the renovated Terminal E are now much more clearly arranged and brighter, while also offering a greater choice.

The Main Shop for perfume and cosmetics (P&C) and liquor, tobacco and confectionery (LTC) employs the walk-through principle, resulting in a considerable increase in passenger interest. This is evident even in the start-up phase due to the recognisable rise in turnover.

While the futuristic design of the new Terminal B has allowed IDF to create “a gallery of very bright, open and contemporary shops with an attractive offering for domestic travellers”.
It notes that the new concepts in Terminal B have shown that domestic travellers are willing to make purchases before they fly – if the offer and atmosphere are attractive enough.

The new brands in the Fashion & Accessories area, says IDF, have been particularly well received and make up for the ban on the sale of alcohol and tobacco for domestic flights.

High potential among Asian shoppers

According to IDF, Aeroflot’s business strategy at SVO is based on the gateway being an important hub between Europe and Asia and, for that reason, the duty free operator lists Russians and Asians as its main target group.
It notes: “Their willingness to spend an above-average spend per passenger, makes them shoppers with particularly high potential. At the same time, Asian customers are very focused on price and compare the prices in duty free shops with alternative offers online, which is why attractive prices need to be the focus.

Future developments

SVO is responding to rising demand by adding three new terminals that are expected to double its passenger capacity.

The first of the new terminals, Terminal B, opened recently and will shortly be followed by Terminal C1), which is already under construction.

IDF sees huge growth potential in the building of Terminal C1 as well as in the opening of additional arrival duty free shops.
“Thanks to our joint venture partnership with the airport, we are extremely close to what is going on and can develop the best concept for the other new terminals, thus guaranteeing economic success,” adds Claus Heinemann

“This is reflected in the growth plans for our joint company for the next few years.”

From next month SVO will also join Heinemann’s loyalty programme Heinemann&ME, meaning that passengers at Sheremetyevo will be able to take advantage of both online and offline offers during their journeys. 


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