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Heinemann Asia Pacific Pte. Ltd.
10 Kallang Avenue
#12-14/18 Aperia Tower 2
Singapore 339510
Phone:
+65 6671 7629
Fax:
+65 6225 0262
Email: info@heinemann.com.sg
http://www.heinemann.com.sg
Company Reg. No.: 201000986C
GST Reg. No.: 201000986C
Heinemann Asia Pacific opens third Ocean Duty Free store in Singapore
Published: 16/01/15
Source: ©The Moodie Report
By Melody Ng in Singapore
SINGAPORE. Heinemann Asia Pacific has expanded its partnership with Singapore Cruise Centre
(SCC) with the opening of its third Ocean Duty Free store at the HarbourFront Ferry Terminal.
The first two Ocean Duty Free outlets opened at the Tanah Merah Ferry Terminal in March last year,
marking the travel retailer’s foray into the Asian cruise market. At 157sq m, the new store at
HarbourFront is about five times bigger than the first two stores combined.
“We would like to thank Singapore Cruise Centre for giving us the opportunity to extend our
partnership,” said Heinemann Asia Pacific CEO Max Heinemann. “The opening of the third outlet of
Ocean Duty Free marks the next milestone for us as we increase the presence of our duty free
business at the ferry terminals. With a much shorter transit period, we adopted a convenient and
innovative retail approach to capture the attention of passengers by providing a wide assortment at
competitive prices to cater to their travel needs.”
Singapore Cruise Centre CEO Christina Siaw and Heinemann Asia Pacific Operations Director,
Retail Constantin Wiesmann declare Ocean Duty Free officially open
Wiesmann: “With the addition of this third outlet, we aim to provide the consumers with more
product offerings in a refreshing and relaxing shopping ambience at the ferry terminal”
Christina Siaw describes the new store as “the bright spot” of HarbourFront Ferry Terminal
Set within HarbourFront’s Regional Ferry Terminal (RFT), which mostly serves ferries traveling to
the Indonesian island of Batam, the new store is located at the departure hall just after the
immigration counters. Open from 7am to 10pm daily, it began trading on 25 November 2014, with
the official opening – attended by The Moodie Report – taking place yesterday (15 January).
Speaking at the official opening ceremony, Heinemann Asia Pacific Operations Director, Retail
Constantin Wiesmann said the travel retailer wanted to offer more than just a generic shopping
environment at HarbourFront, which handles about five million passengers annually.
For its third Ocean Duty Free store, Heinemann wanted to “take it to the next level”, he said, by
offering a one-stop shopping destination with a relaxing ambience and a strong sense of place.
The shop’s design concept echoes the rustic beach resort theme now synonymous with the Ocean
Duty Free brand, with new features such as a central lighthouse merchandising area and cashier
counter inspired by the outer deck of a ferry.
The 157sq m store is prominently located after the immigration counters at the departure hall
The store design expands on the rustic beach resort theme, with new features such as a
lighthouse merchandising area and cashier counter inspired by the outer deck of a ferry
The product assortment has also been expanded to better cater to the needs of holidaymakers.
Besides the core duty free categories of perfumes, cosmetics and confectionery, the store also
carries sun care, mosquito repellent products, swimwear, footwear, toys, local souvenirs, travel
essentials, electronics, golf balls, luggage, and accessories such as bags, scarves and sunglasses.
The travel retailer has focused on offering a wider range of price points and more locally sourced
brands, including Titleist, Funfit, Eu Yang Sang, Helen, and Love SG. Shoppers can save up to 50% off downtown prices, according to Heinemann.
“Consumers are always looking for new shopping experiences,” said Wiesmann. “With the addition
of this third outlet, we aim to provide the consumers with more product offerings in a refreshing and
relaxing shopping ambience at the ferry terminal. With the developments in the region, we will
continue to monitor customers’ needs in order to serve them better.”
Confectionery, fragrances, and accessories are just some of the product categories offered
Singapore Cruise Centre CEO Christina Siaw described the new Ocean Duty Free store as “the
bright spot” of the ferry terminal. Referring to retail as “an art and science in itself”, Siaw praised
Heinemann for its efforts in curating a product selection that is in line with the needs of the terminal’s
passengers, noting that the retailer is “improving and taking it to the next level all the time”.
“We are very pleased that Heinemann Asia Pacific has chosen us as their partner once again as
they expand their retail footprint in Singapore,” she said. “Their choice of our strategically-andconveniently located HarbourFront terminal is a testament to their confidence in our ability to
manage a first-class, vibrant gateway for the more than five million passengers who use our terminal
annually.”
Siaw added that SCC was very optimistic about the growth in ferry passenger traffic, citing over +5%
growth in the past 3-4 years. “With the close relationship between Singapore and Indonesia and the
increase in connectivity, we expect to see more and more traffic to/from Batam and more happy
holidaymakers coming through,” she concluded.
Chinese New Year promotions take centre stage as the Year of the Sheep beckons
The new store stocks new brands such as OPI (right) and Eu Yan Sang (below) alongside
existing staples such as Tiger Balm (left)