Smartseller adapts hybrid retail-food concept to small airports

Smartseller — a joint venture with Hamburg-based Gebr. Heinemann and Casual Food, an owner-operated specialty store with more than a dozen food and beverage outlets, has adapted and expanded its hybrid Heinemann retail for smaller airports.

The project was initially launched in mid-2021 at Ljubljana Airport in Slovenia, combining travel retail shopping and food and beverage (F&B) with the aim of expanding to small and medium-sized airports.

Three years later, the test concept, which provides administrative convenience to small airport landlords, has been revisited and taken in two directions. The “Little” retail store concept was born from scratch and the name was changed.

In Ljubljana, the Little Slovenia arrived at the airport’s non-Schengen departure lounge. It offers F&B, a selection of duty-free products and local souvenirs. The spacious bar with seating allows passengers to spend some quality time before boarding or shop during their stay.

What is Schengen? Free movement area Within the European Union, which includes almost all member states (and some non-EU countries as well), with the exception of Cyprus and Ireland. European airports therefore separate passengers into Schengen and non-Schengen countries at some point in the airside zone.

green in front

A statement from Smart Seller said Little Slovenia’s design “reflects a modern interpretation of the country.” There are wood elements and a touch of greenery reflecting the country’s forests. Approximately 90% of the Kocevie region is covered by forest, making it one of the most forested regions in Europe.

This combination created a natural and inviting space where passengers can stop and stay in the retail and food and beverage areas. In addition to duty-free shopping and dining, there is a dedicated section for books and printing presses in a small area of ​​50 to 200 square meters (approximately 540 to 2,150 square feet).

Smartseller’s pitch to smaller airports is that the concept is modular and can be implemented “on almost any terminal infrastructure” without any structural intervention. This is an attractive proposition as airports can easily and quickly integrate this concept.

Karl Niendorff, Managing Director of Smartseller, commented: Travelers are more relaxed before boarding, which makes them more receptive to offers that fit the moment. The Little concept was created specifically to fill this gap. ” He added that following the introduction of Ljubljana, more airports “will follow”.

Urska Vinter, commercial director of Fraport Slovenia, which operates Ljubljana Airport, said the new concept was “already the center of attention among non-Schengen passengers.” She added that Smartseller was able to get a glimpse of how the future of retail and her F&B will play out at smaller airports.Ljubljana celebrates 60th anniversary^th It celebrates its 10th anniversary this year and will handle 1.27 million passengers in 2023.

From “All Yours” to “You Are Here”

Smartseller also revisited its previous “All Yours” branding and changed it to “You Are Here.” This offer is also a bit confusing as it is a hybrid like the “Little” concept. Ljubljana Airport has both.

Niendorff said, “You are here.” Smartseller will be a brand that combines travel retail, F&B and convenience to target regional airports and “further customize” them to their location. The rebranding is expected to be completed by the end of the year.

Travelers can experience this second hybrid concept at Albrecht Dürer Nuremberg Airport. The first section of the store, covering 250 square meters (2,700 square feet), was recently opened and further renovations will be carried out to create a total area of ​​1,200 square meters. Nuremberg’s regional connections with Franconia remain of paramount importance.