Travel retailer opens outlet in klia2


TRAVELLERS departing from the KL International Airport 2 (klia2) will now be able to get their gift and travelling needs under one roof, with the opening of Heinemann Asia Pacific’s be Duty Free store.

The outlet, spanning 1,240sq m of space, is the company’s first cross-category concept duty free store in Malaysia and the largest in the Asia Pacific region.

It also marks Heinemann’s first foray into the Malaysian market.

Speaking at the official launch of the store recently, Heinemann Asia Pacific chief executive officer Max Heinemann said that they wanted to create a fun and engaging retail environment that would provide customers with new discoveries each time they visited the shop.

“We realise it is not enough to simply offer duty-free products. We want to ‘be’ duty free — with a personal touch and an exciting energy that sets us apart from the rest,” said Heinemann.

“We chose KLIA2 as its brand principles of being Experential, Liberating, Innovative, Thrilling and Ever-Changing (Elite) are in line with our own company’s vision,” he said.

“The concept store also fits the local Malaysian spirit of open-mindedness, family-centric as well as trend-setting,” he added.

Heinemann said investment into the store was high, but went along with the company’s belief in the market.

“Malaysia is a hugely growing market. People these days like to travel and are curious to see the world. They are part of a generation that embraces the new, and likes the modernity of travel,” said Heinemann.

“As a duty-free store, we want to be part of this exciting dynamic,” he said, adding that they were hoping to see substantial growth in all categories of products offered at the storenext year.

On expansion plans, Heinemann said the company was focusing on KLIA2 outlet for the time being.

Malaysia Airports senior general manager of commercial services Faizah Khairuddin said they were delighted to have the company as part of their tenants.

“This is in line with what Malaysia Airports want to create, that we are more than just a terminal. We look forward to a fruitful and satisfying partnership,” she said.

Patrons will be spoilt for choice with the array of more than 200 brands and 4,000 products across eight different categories, each with their own ‘title’ and separated into four retail areas.

Designed with a futuristic ambience in mind, patrons will be greeted with colourful colour-changing portals at each entrance.

“be inspired” (perfume and cosmetics) will have interactive Gobo flashing available brands at the entrance, and offers top international cosmetic brands such as Chanel, Dior, Estee Lauder, Lancome and SK-II.

Meanwhile, ‘be beautiful’ (skincare and cosmetics) and ‘be alluring’ (fragrances) will offer popular beauty brands including Calvin Klein, Clinique, Chloe, Davidoff, M.A.C, Guerlain and Sisley.

Two ‘fragrance tubes’ have also been placed in the area, allowing customers to experience fragrances in its purest state with no other interfering scents from the environment.

Consistent with its family-centric experience, the ‘be playful’ (toys), ‘be sweet’ (candies and chocolates) and ‘be indulgent’ (fine confectionery) area showcases fun and sweet elements, with a huge rocket slide in the playground.

There is also a dedicated kids-friendly Lego play area where children can build their own creations.

‘Be smart’ (fashion and travel accessories) and ‘be local’ (local delicacies and souvenirs) make up the final section of the store.

While ‘be smart’ has everything from bags and travelling equipment, ‘be local’ carries souvenirs with Peranakan prints and batik arts, wood carvings as well as local food brands like Fung Wong, Ghee Hiang and Cameron Highlands tea.

be Duty Free is located at International Departure Level 3 and is open 24 hours.

be duty free is managed by Heinemann Duty Free Malaysia Sdn Bhd, a wholly-owned subsidiary of Heinemann Asia Pacific Pte Ltd.

It currently has retail and distribution operations in Australia, Bangladesh, Bhutan, China, Indonesia, Laos, Macau, Mongolia, Myanmar, Singapore and Vietnam.

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