CRUISE: HEINEMANN AMERICAS
Heinemann Americas continues to ‘meet and exceed’ sales expectations in the region
Having completed renovations and expansions on board Carnival Cruise Line’s Fantasy, Spirit and Liberty vessels, Heinemann Americas is now looking to refine and develop its children’s, apparel and watches assortments. Andrew Pentol takes a closer look at developments.
D
escribed as one of the most ambitious duty free store remodels on a Carnival
ship to date, Heinemann Americas and Carnival Cruise Line unveiled a new shopping experience on board Carnival Liberty in 2018. As exclusively reported by
TRBusiness in October, the revamped Carnival Liberty stores spanning 299sq m in total were completed in September, with the previous outlets dismantled and rebuilt while guests were on board. According to Heinemann
Americas, this was the first time Carnival had allowed a company to do this. Established in 2013, the Gebr.
Heinemann subsidiary has been operating on Carnival Fantasy (which recently emerged from dry dock with an expanded assortment), Carnival Ecstasy and Carnival Liberty since the first quarter of last year. This was after the company secured the three concessions at the beginning of 2018. A fourth 424sq m store
onboard Carnival Spirit has been operational since Q2 2018 and is run by Heinemann Asia Pacific, in partnership with subsidiary Heinemann Australia. This was established in 2014 after the retailer won the Sydney Airport Duty Free concession. Carnival Spirit has since undergone
a full renovation with the state-of- the-art duty free store featuring a mix of local and global brands. These include Seafolly, Quay Australia, Swarovski, Swatch, Lacoste and Clinique, which are all aimed at Australian travellers. There is also a particular focus on cosmetics, liquor and local brands. Lifting the lid on the more recent
Carnival Liberty renovation, Nadine Heubel, CEO, Heinemann Americas tells TRBusiness: “We put more emphasis on certain categories,
MARCH 2019
which we feel are very strong. They are spirits, perfumes and cosmetics and watches. We noticed an uplift straight away.” In order to optimise the shopping
experience, Carnival Cruise Line and Heinemann Americas have ensured the retail environment is staffed by ‘some of the most talented sales associates at sea’. This helps bring the space to life.
Debut for new labels Inspired by the natural beauty of the Caribbean with some ‘exciting additions’ to the retail offer, the brand assortment comprises Carnival favourites along with new labels making their Carnival Cruise Line debut. William Butler, Vice President of
Retail Services, Carnival Cruise Line, who speaks extensively to TRBusiness Deputy Editor Luke Barras Hill about the company’s refurbishment drive (see p63-65) said of the Liberty renovation: “This is one of the most extensive store renovations that has been executed across any of the ships in our fleet. “It is another key milestone in
our relationship with Heinemann Americas and further enhances
our collective commitment to Carnival Cruise Line retail and guest satisfaction.” Taking everything into account,
Heubel is satisfied with the evolution of the company’s cruise businesses. She says: “We have continued to meet and exceed our sales expectations in the region. “Each cruise market and cruise
ship is unique and based on customer insights and requests from travellers we develop a unique mix of goods aboard each ship across categories such as liquor, fashion and jewellery and watches.” At last year’s 10th Sunglasses Workshop, held during the TFWA
“Each cruise market and cruise ship is unique and based on customer insights and requests from travellers we develop a unique mix of goods aboard each ship across categories such as liquor, fashion and jewellery and watches.”
Nadine Heubel, CEO, Heinemann Americas
TRBUSINESS 59
Above: The retailer has placed more emphasis on spirits as part of the Carnival Liberty renovation.
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