EUROPE: EUROTRADE


Eurotrade builds on success of My Duty Free Munich Airport stores


Since unveiling its My Duty Free branding at the new Munich Airport satellite facility for Terminal 2 in 2016, Eurotrade has continued rolling out and developing the concept across its 65-strong store network, as Andrew Pentol discovers.


T


he opening of the new $1bn Satellite Terminal at Munich Airport in April 2016 was a


milestone in the history of Munich Airport subsidiary Eurotrade, which used the opportunity to unveil its My Duty Free branding. In 2016, the retailer opened three


new stores in the Satellite Terminal and has since completed the re- branding of all other stores. Currently rebuilding its Terminal 2 outlet (Level 5 – Non-Schengen), the first phase re-opened before the Oktoberfest celebrations began at the airport in early September. Work on the second part will


commence after the festival and be finished by the end of the year. The layout and furniture will be transformed and the concept adjusted. Eurotrade has already rebuilt two of its four Terminal 1 stores this year, so step by step the concept is being tweaked to satisfy the needs of consumers. A 100% subsidiary of the airport,


Eurotrade is working across four main divisions. These are Duty Free/ Travel Value, Press/Travel Needs, Fashion and Watches/Jewellery. “Actually, we are operating 65 stores in Munich along with the


OCTOBER 2018


duty free/travel value store at Friedrichshafen Airport,” Eurotrade Managing Director, Sven Zahn tells TRBusiness: “Most of our stores are located in the airside area and there are about 1,200 people working for the company in total.”


Planning process Reflecting on the planning process ahead of the initial My Duty Free launch, Eurotrade wanted to create stores which would leave a lasting impression on consumers, according to Zahn, who told TRBusiness Deputy Editor Luke Barras-Hill in October 2017: “Nowadays, products are replaceable in most duty free stores so the only difference a retailer can make is with its sales teams in terms of personal relationships with customers and atmosphere created in-store. “This was our ambition. We


used regional Bavarian elements to create a sense of place on the floor and a unique shopping atmosphere for our customers.” Upon opening the new Satellite


Terminal, which added an extra 7,000sq m of retail and food & beverage space to the 16,400sq m T2 footprint, the company did


experience some teething problems. Zahn explained: “When we


opened in the new Satellite Terminal [which enables the airport to handle another 11m pax annually–Ed], there were a lot of passengers being shifted over from Terminal 2. “In the months that followed, pax


capacity eventually grew which had a positive impact on business.” Eurotrade learned valuable lessons


in the early stages of operations in the Terminal 2 Satellite such as the importance of communication. In hindsight, Eurotrade would have perhaps done certain things a little differently. “In the first days after the


“When we opened in the new Satellite Terminal [which enabled the airport to handle another 11m pax annually–Ed], there were a lot of passengers being shifted over from Terminal 2. In the months that followed, pax capacity eventually grew which had a positive impact on business.”


Sven Zahn,


Managing Director, Eurotrade


TRBUSINESS 67


Above: The Eurotrade My Duty Free retail concept made its debut in the Satellite Terminal at Munich Airport which opened in 2016.


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