Heinemann Announces ‘Strong Revenue’ in 2021 and New Mission Statement – ​​Airport World

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Travel retail operator, Gebr. Heinemann, saw a recovery in revenue in 2021 despite ongoing travel restrictions in the wake of the global pandemic.

Despite restrictions, particularly in the first half of the year, and the continued absence of Asian travellers, the Hamburg-based operator says it has “achieved a solid turnover and focused on the future by investing in the business and developing a new mission statement.

Key financial figures for 2021 at a glance

A great success for Gebr. Heinemann had to return to profitability (excluding currency effects). The Heinemann group closes the 2021 financial year with a controlled turnover of 2.1 billion euros, i.e. approximately 44% of the turnover it achieved in 2019 and an increase of 31% compared to sales 2020.

The result was supported by one-off effects and, according to the company, is due to three reasons: its consistent management of costs in 2021, additional savings were achieved through negotiations with business partners and government support measures Corona in several countries have been added.

For 2022 Gebr. Heinemann expects to achieve 75% of 2019 sales.

“While we continued to miss Asian travelers in Europe in 2021, their absence did not have as large an impact on spend per passenger as we had anticipated,” remarks chief executive Raoul Spanger.

“Travel Retail is in good shape. Fewer people are travelling, but the propensity to buy is holding up and many travelers are even spending a lot more money than before the crisis.

“Overall, 2021 has once again confirmed for us that it is important and right to be active in different channels of the travel industry and to rely on two strategic pillars with our own retail business and In this way, we remain stable and independent of individual markets.

The company notes that Istanbul Airport (IST) remained an important hub for it in 2021 and Tel Aviv’s Ben Gurion Airport, Gebr. Heinemann and its local partner, the James Richardson Group, have benefited from the continued commercial enthusiasm of the Israelis.

Additionally, Gebr. Heinemann was able to renew important concessions and also generate new business. In the coveted tender from Norwegian airport operator Avinor, Gebr. Heinemann’s joint venture, Travel Retail Norway (TRN), continued to secure retail operations at airports in Oslo, Bergen, Trondheim and Stavanger. Heinemann also opened a total of 19 new stores in 14 countries in 2021 – at airports, border crossings, on cruise ships and ferries as well as at a vacation destination in Macao in southern China.

Broken down by category, the Alcohols, Tobacco & Confectionery range represents 52% of sales (2020: 55%), followed by Perfumes & Cosmetics with 33% (2020: 33%) and Fashion, Accessories & Watches, Jewelry with 10% of sales (2020: 9%).

People are at the heart of the company’s new mission statement

In 2021 Gebr. Heinemann has given himself a new mission for his way into the future. The central focus of this mission statement is people, humans – employees, suppliers, business partners and customers, political actors and, of course, travelers in particular.

Indeed, in its new corporate mission statement, Gebr. Heinemann formulates a clear vision for the future – The Heinemann Family. We turn travel time into valuable time as the most human-centric company in global travel retail.

“We are a family business, more human, more passionate, more reliable, more accessible and faster than the others. Our business partners and travelers will feel this typical Heinemann personality, all over the world, physically and digitally. This way, we can provide travelers around the world with even more entertaining, inspiring and sustainable shopping experiences. Or to use the words of our vision: transform travel time into precious time.

A key element of the new mission statement is sustainable impact, which is anchored there as a promise to travellers. Gebr. Heinemann pursues a sustainable corporate strategy and has formulated its own sustainability goals for the ecological and social action areas resulting from its global activities, which it aims to achieve by 2030.

An example of the implementation of this strategy is the sustainable category concept for responsible shopping, which Heinemann was the first travel retailer in the world to develop.

First, the “future friendly” label identifies products with sustainable packaging and materials in the store.


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