Heinemann wins Keflavik duty free concession

A strong focus on local products and sense of place helped secure the German travel retail giant’s successful bid for Iceland’s main gateway
Gebr. Heinemann has secured the duty free concession at Keflavik International Airport (KEF) following a competitive tender process, with operations set to begin in spring 2025. The agreement will see the German travel retail operator manage a 1,700-square-meter departure shop, 2,280-square-meter arrival shop and a gate shop.
A key factor in Heinemann’s successful bid was its commitment to incorporating Icelandic elements throughout the retail program, with 30% of the product assortment dedicated to local brands. This aligns with the airport’s requirement for passengers to experience a strong sense of place in the duty free areas.
“The tendering process carried out by the airport operator was extremely professional and transparent, which enabled us to develop a tailor-made offer. An important part of our offer was also to show that there is a high cultural fit,” says Nico Reifkogel, Director Business Development Sales at Gebr. Heinemann.

The design incorporates Icelandic elements to give travelers an authentic sense of place, with 30% of the product assortment dedicated to local Icelandic brands
The retailer plans to balance local and international offerings across all categories. “A strong regional Icelandic sense was a key requirement which will play a key role in the future shopping experience, among others with a comprehensive assortment of products from local brands,” says Jens Wolf, Sales Director Nordics at Gebr. Heinemann.
For KEF, the new partnership is expected to drive significant revenue growth while enhancing the passenger experience. “This process was designed to ensure benefits beyond the current setup. This change will bring advantages for passengers, the airport and the community,” says Guðmundur Daði Rúnarsson, Chief Commercial and Airport Development Officer at KEF.
The increased revenue is anticipated to support airport development and route expansion. According to ACI Europe data cited by Rúnarsson, a 10% increase in direct flight connections can boost national economic growth by 0.5%.
This latest win expands Heinemann’s Nordic presence, where the company has extensive experience in travel retail operations.