Lemens&Partners

Passionate about Creativity and Talent

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GEBR. HEINEMANN’S RETAIL TOUR IN LONDON

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It was the perfect example of how a good collaboration can lead to a unique experience that
both sides still look back on fondly today: with Gebr. Heinemann, we designed and realized
an extraordinary retail trend tour through London.


The mission of Gebr. Heinemann is to inspire travelers with unforgettable shopping experiences,
turning travel time into valuable time. The travel retailer knows that trends and innovations play
an important role in this. It embraces inspiration, seeks out new experiences and also wanted to
share this spirit with business partners from Europe and Africa – a task in which we were very
happy to work with them.


Together, we created a personalized two-day retail tour that not only invited to discover and be
amazed, but also to intensify relationships. We visited the most innovative, inspiring and
spectacular retail locations in London, powered by imagination, curiosity and creativity, met a
selection of industry experts and took away many ideas for future business opportunities.

We look back on a great project with Gebr. Heinemann and are also delighted to have been
able to gain insights into the exciting business of travel retail.

LONDON; ONE OF THE MOST DYNAMIC DESTINATION FOR A RETAIL TOUR

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London is still one of the world’s most dynamic destinations, and this is largely due to the city’s ability to adapt rapidly to changing user/customer demands.

Brexit and the pandemic have pushed changes faster and further than anywhere else in the world. The value of space is being rethought, and alternative mixed use of space is the avenue to explore. These new spaces are the result of how professional and personal life needs overlap and intertwine to make greater sense for the urban dweller of today. Department stores such as John Lewis are considering repurposing some of their retail space to rent it as workspace, another is looking to convert floors to welcome guests in their own hotel! On a larger scale, investment in whole new areas has seen the development of centres such as Kings Cross and very recently around the Battersea Power Station.

The British consumer is wholly demanding, agile, connected, and open to new experiences. Concerned for the environment while aware of the unstable economic market the Brits remain ready to challenge classic concepts, while demanding transparency and authenticity. They are no longer as loyal as previously. They wish to be entertained, plus they want to meet new people and so create communities.

The rise of entertainment is changing retail store formats. ‘Lego isn’t concerned where people buy, they want customers to enjoy playing with the bricks in store, and whether they buy there, or later online, isn’t an issue for them,’ says CBRE Global Investors’ Caitriona Hunter. ‘It’s all about the experience and community.’

This interest stretches to food and beverage, and even in this somewhat pessimistic market, we can see the investment in eating and drinking, the demand for choice, the need to meet up with friends and family are key focuses for spending.