‘A Liquid Retail Journey’: Gebr Heinemann and casualfood open Smartseller store at Ljubljana Airport – The Moodie Davitt Report



SLOVENIA. Smartseller, the joint venture founded in 2020 between Gebr Heinemann and travel catering company casualfood, has opened an integrated retail space combining duty free, catering and convenience at Ljubljana Airport.

The 1,000 m² transit area is located in the new airport terminal, with most of the space having opened on July 1. The remaining space is expected to open in April 2022. While Smartseller is the name of the joint venture, in Ljubljana it operates under the custom brand “all yours”.

New concept, new brand image: all of yours bring together lines of business in a single space, under a concept that the partners aim to deploy, where appropriate, in small European airports

Smartseller Managing Director Karl Niendorf said: “Yours offers passengers a liquid retail journey, committed to breaking down barriers and creating a safe haven for travelers. The borders between duty free, restaurants and local shops have disappeared in favor of an open concept allowing passengers to move around as they please. The concept evolves the once rigid, category-centric assortment retail spaces into four needs-driven zones, creating smooth and intuitive transitions between themes, products and services.

The company has erected the pebble as the symbolic cornerstone of the new customer journey. As a logo, the pebble extends from the store layout to other aspects of communication. In the shop’s layout, four pebbles serve as fixed orientation points, around which everything circulates: Your Rental (local products), Your Studio (place of relaxation), Your Spa (wellness area to relax and refresh) and Your bistro (food and drinks). Around the pebbles, the range of categories is presented with “a visual appeal and a local touch”, indicated the partners.

casualfood brings its specialized expertise in take-out fast food to the new concept

Sustainable store design

The construction of the cabinet is linear, flexible and adaptable to future requirements. The elements can be quickly rebuilt or used in other ways, as the components are mainly attached to each other by plug-in connectors and the structures are kept simple. It is economical and contributes to the sustainability of the store design, said Smartseller.

The concept and local design were created in cooperation with GRAFT architects, with a focus on creating “unique and surprising touchpoints” for travelers.

For its operations, Smartseller succeeded Heinemann Duty Free & Travel Value and casualfood operations in close collaboration with airport operator Fraport Slovenija.

Your Spa, a well-being space for relaxing and cooling off, is one of the space’s four fixed orientation points.

“The fresh and innovative concept of the duty free zone, where the supply of retail and catering is intertwined, is one of the strengths of the new terminal at Ljubljana airport. We believe that the perfectly designed boutique and product offering, combined with an attractive dining area, will win over even the most discerning travelers, ”said Babett Stapel, Commercial, Financial and Administrative Director of Fraport Slovenija. “Especially at this time, both partners appreciated the high level of commitment and mutual trust towards business innovation in airport travel. “

Smartseller is already active with integrated solutions on a smaller scale at the regional airports of Münster / Osnabrück and Leipzig in Germany. Although these incorporate duty-free retail, food and beverage and convenience spaces, they are not marketed under a customer-oriented umbrella brand like in Ljubljana. After this launch at the airport in the Slovenian capital, Smartseller will deploy the concept elsewhere in Europe. “The airport of the future must be understood as a holistic marketplace in terms of synergies and not in terms of stand-alone offers. We are streamlining all of our offers for this purpose, ”Niendorf concluded.



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