Heinemann opens Australia's first domestic terminal department stores in Sydney

The store spans a total of over 2,270 square meters across Sydney Airport Domestic Terminals 2 and 3 and boasts the largest beauty brand line-up of any domestic airport in Australia, as well as brands from across retail categories

Australia’s first domestic airport terminal department store concept is now open at Sydney International Airport's Terminal 2 and Terminal 3. The store, which is a Heinemann exclusive, spans more than 2,270 square meters and boasts the largest beauty brand line-up of any domestic airport in Australia, as well as a range of fashion, accessories, watches, jewelry, confectionery, wines, spirits and gifting products.

Heinemann has curated its fashion offer to showcase the best of Australian fashion. Iconic and up-and-coming brands including PE Nation, Rebecca Vallance, Nobody Denim, Status Anxiety and Alemais, are among them, making their airport retail debut with Heinemann. Luxury resort wear brand Camilla, which launched in Heinemann’s Sydney Airport shop earlier this year, will also be available in both terminals.

Heinemann’s election of over 65 beauty brands includes a dedicated concept for products focused on "beauty from within," such as edible beauty brands like Vida Glow and Kissed Earth, and clean beauty. New and exclusive brands include luxury fragrances brand Creed, making its Australian airport debut, while Juliette Has a Gun is now available at Heinemann stores for the first time globally.

In a travel retail first, Heinemann has also introduced a new category for pet lovers, bringing onboard brands such as Frank Green and Pet Friendly Co., to cater to a rising market of pet owners. In a Heinemann exclusive service, Pet Friendly & Co is offering a personalization service for their dog harnesses. This is the first time the brand is offering the service in-store.

Both terminals’ stores are united by a “coastal journey” design theme. Organic lines and mesh curtain "waves" on the ceiling guide passengers through the space, while premium finishes and accents encourage indulgence and exploration. The larger store in Terminal 2 also features a prominent engagement zone in the middle of the store, which creates a stage for pop-ups to surprise even frequent travelers with ever-changing concepts.

“Sydney Airport's domestic terminals are the busiest in Australia and we are extremely excited to showcase the best of both national and international brands to a wider traveler base,” said Heinemann Australia Managing Director George Tsoukalas. "We are proud to continue partnering with Sydney Airport on delivering exciting and unforgettable shopping experiences, now across all three terminals. We will constantly curate our offer and services to meet the changing needs of our customers.”

“The new Heinemann stores, an Australia-first concept, is an integral part of our ongoing efforts to create a world-class passenger experience for our domestic travelers,” said Mark Zaouk, Executive General Manager – Commercial for Sydney Airport. “We are delighted to be able to extend our partnership with Heinemann across all three of our terminals and continuously elevate our retail offer for passengers.”

The timely opening of the new domestic airport terminal stores means that Heinemann is able to capture the opportunities created by the strong recovery of domestic travel at the airport. As of October 2023, Sydney Airport’s domestic passenger numbers were at 86% of 2019 levels, with nearly 2.2 million passengers passing through Terminals 2 and 3. Holiday shoppers and travelers can also experience the stores ahead of the gifting season.

Heinemann will progressively introduce more brands, retail concepts and value-added services ahead of its domestic airport stores’ grand opening slated for the first quarter of 2024.