LEADING ASIA PACIFIC OPERATORS: HEINEMANN
Heinemann ASPAC hits sweet spot in Hong Kong and expands in Australia
The opening of Heinemann Asia Pacific’s Sweet Dreams confectionery stores at HKIA last year, was a signal of intent from the retailer, as it delivered its own concept as a standalone confectionery concession for the first time. The retailer also began trading at Gold Coast Airport, having secured the seven-year contract, as Andrew Pentol reports.
but insights gained through the company’s long history has helped the company develop in Hong Kong. Marvin von Plato, CEO,
Heinemann Asia Pacific, assumed the role ahead of the official opening of the Sweet Dreams stores on 4 July 2018. Johannes Sammann and Audrey Tay were also named Chief Operating Officer and Chief Financial Officer respectively as part of a new three-person leadership team. The changes came after it emerged
Gebr. Heinemann has partnered with Australian bank Tyro to introduce the Alipay digital payment platform at Sydney Airport.
T
he opening of eight new Sweet Dreams confectionery outlets at Hong Kong
International Airport is sure to rank as a milestone achievement in Heinemann’s recent history. Previously part of the DFS General
Airside Merchandise concession at HKIA, the decision to tender the confectionery contract separately for the first time as part of the retail revamp at HKIA, presented a massive opportunity for the airport authority and the winning bidder. Heinemann Asia Pacific was
ultimately the victor, securing a three-year contract and the chance to bring its Sweet Dreams by Heinemann confectionery concept
“The concepts that we presented were very unique. This we believe found great traction with Airport Authority Hong Kong.”
Marvin von Plato, CEO, Heinemann Asia Pacific
64 TRBUSINESS
to life. The eight new outlets, ranging
from around 500sq ft to 1,800sq ft perfectly complement the liquor & tobacco shops (operated by Duty Zero by cdf) and new beauty shops (operated by Shilla) which officially opened last year. Each Sweet Dreams store
has its own theme, including Waterpark Dreamland, House of Candy Dreamland, Upside Down Dreamland and Candy Cave Dreamland. Children in particular can enjoy
candy printing and chocolate printing souvenir concepts, virtual reality entertainment, 3D shows and various games.
Leaning on global expertise The first two outlets in the Midfield Terminal opened in December 2017. The others were trading by June 2018. Geb. Heinemann’s Asia Pacific
Singapore-based subsidiary may only have been established in 2010,
previous CEO Max Heinemann was to return Germany and become a board member. It has since become apparent that Max Heinemann will become CEO of the Group in a major structural revamp. Speaking around the time of the
official opening of Heinemann’s stores at HKIA, Von Plato told TRBusiness: “The wealth of experience and information from managing this category in other locations around the world came to the fore when we had to plan, execute and launch eight different stores back-to-back in such a short space of time.” Reflecting on the HKIA tender
triumph in September 2017, which culminated in the retailer becoming exclusive confectionery operator at the airport, Von Plato said: “The concepts that we presented were very unique. This we believe found great traction with Airport Authority Hong Kong.” Outlining the retailer’s prime
objectives for the first year of trading, Sammann told TRBusiness during a visit to HKIA that the first target was to deliver what it promised in the tender proposal. “If you look at the tender
documents, what we have actually brought to life here is very close. The biggest objective was to keep the promises we made.
MAY 2019
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