CRUISE: HEINEMANN AMERICAS


World Exhibition in Cannes, it was revealed that the fastest growing region for the category was the Americas at +13.6%. Heinemann Americas does


not typically focus on sunglasses in its cruise retail locations, but Heubel comments: “The brands that produce the lion’s share of our sunglasses sales include Ray-Ban, Oakley and Maui Jim. “We developed this onboard


category in a way that allows us to maximise space with the appropriate core brands while showing savings to the local market.” In conversation with TRBusiness,


Heubel gives little away in regard to potential new cruise or airport concessions. However, she admits the company, which has a ‘strong and historic’ supply arrangement with MSC Cruises, is focused on developing and expanding the children’s category with brands such as Lego, Mattel, Ty and other licensed products. “In partnership with Carnival


Cruise Line, we will also further refine our apparel collection, which will bring Carnival’s ‘Choose Fun’ campaign to life,” she reveals.


Omnichannel focus Further developing the watch category together with Carnival is also a focus. New brands such as Seksy by Sekonda, Kyboe! and Deep Blue are complemented with a collection of smartwatches from multiple brands. “We look forward to further developing the category and continuing to bring the unexpected to cruise guests,” adds Heubel. Based on the needs and requests


of guests, Heinemann Americas and Carnival have made several additions to the overall retail offering. For the first time in its history, Carnival Cruise Line now offers products such as Shinola watches, Tiffany & Co. fragrances, Dr. Jart Beauty and Coeur de Leon Jewellery. Liquor brands such as Bruno


Mars’ Selva Rey Rum, Timber Creek Whiskey, Malfy Gin and Jack Daniel’s Single Barrel are also available as Heinemann exclusives. Heubel says: “Both companies have also


carefully curated an expansion of key Carnival favourites including


MARCH 2019


watches from Tag Heuer, Tissot, Movado, Invicta, Swarovski jewellery and Victoria’s Secret Fragrances. “Discovery brands such as Selva


Rey Rum and North Florida’s Timber Creek whiskey, along with South Florida’s Magic City gin have all been introduced to the cruise channel for the first time by Heinemann.” The retailer’s partnership with Jack


Daniel’s has also led to successful results from its Single Barrel Programme, another first in the cruise channel from Heinemann. “This will soon be the basis of a new


customer activation programme,” emphasises Heubel. Harnessing the digital revolution


in DF&TR helps create a positive experience for consumers, so it is hardly surprising that this is on the agenda for Heinemann Americas. Heubel reveals: “We are working


on several omni-channel digital experiences for customers, which we plan to unveil next year.” When asked by TRBusiness to


pinpoint the main challenges facing Heinemann Americas’ cruise business, Heubel preferred to focus on the opportunities within its grasp. “Customers are aboard cruise


ships for so much longer compared to airports,” she says. “Carnival Cruise Line offers


many popular vessels with repeat travellers and we have appreciated the opportunity to create new and exciting experiences every day to keep travellers engaged. “This includes activities such as


tasting events, the opportunity to create custom jewellery and social


Sales associates on board Carnival Fantasy following the start of operations last year.


TRBUSINESS 61


media contests.” On the airport front, Heinemann


Americas was previously supplying ATÜ Americas at Houston George Bush International Airport. Heubel is keen to point out that ATÜ’s withdrawal from the Houston duty free contract in 2018 has no impact on its airport strategy. She explains: “It is important to


clarify that Heinemann Americas was simply a supplier for this store location. The changes at Houston in no way affect our airport strategy and we continue to independently pursue our own retail contracts. “We have identified several airport


markets we plan to target in the near future.” «


“Carnival Cruise Line offers many popular vessels with repeat travellers and we have appreciated the opportunity to create new and exciting experiences every day to keep travellers engaged.”


Nadine Heubel, Heinemann Americas


Above: Further developing the watch category is a priority for Heinemann Americas this year.


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