NEWS ANALYSIS: SCHÄFER AIRPORT RETAIL
Schäfer Airport Retail opens first store at Stuttgart Airport under new Move concept
S
ince announcing its launch exclusively through TRBusiness at the start of The TFWA
Singapore show in May, German- based company Schäfer Airport Retail has been busy building its brand portfolio and introducing its full retail concept to potential airport partners. As reported, experienced travel
retail executive John Woodhouse has partnered with Schäfer Travel Retail to launch the new company. Woodhouse, who has re-located to Germany after around 10 years in Hong Kong and China working for the likes of Aer Rianta International, WHSmith and DFS Group, has assumed the role of Managing Partner. The business comprises two main
elements. First, is the trading part under the newly created Move concept, where the company is ‘actively involved’ with retailers in building electronics outlets. Second, is the distribution and wholesale of electronic products to retailers requiring a full range of brands in their current stores. Speaking to TRBusiness ahead
of the TFWA Cannes Exhibition, where Schäfer Airport Retail will be among the exhibitors (Mediterranean Village P12), Woodhouse says: “We have recruited a full team and been busy building our distribution and wholesale business. This is aimed at retailers looking to extend into electronics and travel accessories.”
New opening On the trading front, the company has certainly made huge strides since his inception. Its first 50sq m airside store opened at Stuttgart Airport in partnership with local retailer Multimedia Store Stuttgart on 16 September. This will be followed by a larger landside outlet in November. The stores are split into two
categories, sound and lifestyle. The former features brands such as JBL, Fresh ‘n Rebel, Marley, Sennheiser, Bang & Olufsen and Harman Karden,
OCTOBER 2018
Last month, Schäfer Airport Retail opened its first store at Stuttgart Airport and is targeting a total of seven by next summer. Andrew Pentol speaks to Managing Partner John Woodhouse about the development of the company and its plans for the future.
while the latter includes cables from the likes of Innergie and SKROSS, bags from Wenger among others and travel pillows from Cabeau. Gondola spaces are also dedicated
to kids’ headphones and speakers and a range of sport and fitness- related products from JBL’s Under Armour range.
‘Airport-friendly margins’ Woodhouse adds: “We have been selective in choosing the brands that work in airports and give retailers airport-friendly margins. We are only focused on brands that make sense for the airport retailer to sell.” Regarding the actual contract
model in Stuttgart and future airport outlets, Woodhouse remarks: “This is a hands-on contract. It is not simply about constructing the stores and delivering the product. “Staff have been provided
by the local partner, but we are supplementing that with promotional personnel and store management when required.” Schäfer Airport Retail is aiming to have opened seven stores across
German airports by next summer with 25 more to follow. “It made sense to start in
Germany,” says Woodhouse. “After, we will push the retail concept towards Asia.” Assessing the current state of
the DF&TR electronics category, Woodhouse says the segment is being ignored by many of the larger retailers. “It is seen as a difficult category for many of the big retailers to procure for. “For this reason, they are not
currently focusing on it. “Our purpose, is to support large
and small retailers in delivering a quality electronics option for their customer base,” he concludes. «
“We have recruited a full team and been busy building our distribution and wholesale business.”
John Woodhouse, Managing Partner, Schäfer Airport Retail
TRBUSINESS 27
Above: Schäfer Airport Retail is aiming to have opened seven stores under the Move concept by next summer, with a further 25 to follow.
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