The “Smartseller” joint venture brings the core competencies of the two companies together with the aim of creating a novel shopping and consumer experience: integrating the unique grab-and-go outlets and the duty-free and travel-value products into a cohesive concept. The common idea will first be elaborated and then implemented at two or three small and medium-sized locations. The pilot project will be conducted at the Münster Osnabrück Airport (FMO). Multiplication of the concept with scale-up and roll-out at other sites throughout Europe is scheduled for 2021.

Raoul Spanger, COO at Gebr. Heinemann, is excited at the prospect of the new formats for small and mid-sized airports: “The Smartseller concept combining our classic duty-free sales outlets with first-class in-store culinary delights will add to the appeal of our sales outlets and boost business.” Daniel Lutz, CEO ORIOR Group, and the two founders and directors of Casualfood Stefan Weber and Michael Weigel, agree that the collaborative venture with a company like Gebr. Heinemann is a relevant step that will unleash new opportunities.

The “Smartseller” joint venture will operate as an independent company under the management of Karl Niendorf. Gebr. Heinemann and Casualfood each holding a 50% stake. Regulatory approval of the joint venture is still pending.

More about Casualfood

Casualfood is a pioneering operator of small scale food islands at airports with high-quality food to go and snack carts for travellers on the go. True its motto “The taste of travelling”, Casualfood’s core competency is creating and operating mobile and stationary food to-go units within unique and innovative brand worlds in the travel food service business. The casual product range is uncomplicated and handpicked to match the latest food trends for people on the go. Closeness to the consumer and flexible formats mean the cross-concept offerings can be quickly and easily adjusted in response to customer needs and fluctuations in foot traffic.

Find out more about Casualfood at: www.casualfood.de

More about Gebr. Heinemann SE & Co. KG

Gebr. Heinemann is one of the top players on the international travel retail market and the leader on the European market. It is the only family-run business among the global players of the travel retail industry. As a distributor, Gebr. Heinemann supplies more than 1 000 customers in over 100 countries. In the retail sector, the company operates more than 340 Heinemann Duty Free & Travel Value shops, fashion label boutiques under license and concept shops at 74 airports in 28 countries, along with shops at border crossings and aboard cruise liners. The company has been designing its Duty Free & Travel Value Shops since 2008 in accordance with an exceptional brand concept. Today, the Heinemann Duty Free brand is present at numerous airports worldwide and operates its biggest Airport Duty Free shop in Sydney.

In total, the retail operation now serves more than 40 million customers across more than 160 000 square metres of retail space every year. Gebr. Heinemann has had its headquarters in what is now the HafenCity district of Hamburg since 1879. The company is managed by cousins Claus and Gunnar Heinemann and Gunnar’s son and CEO Max Heinemann, the fourth and fifth generation of the family to run the business hand in hand. Gebr. Heinemann has more than 8 000 employees around the world. 

Find out more about Gebr. Heinemann at: www.gebr-heinemann.de