Gebr. Heinemann has made significant strides toward its 2030 sustainability goals, emphasizing that shaping a green future for its industry hinges on the combined efforts of employees, suppliers, partners, and customers.
Reduced emissions, green business partnerships, a sustainable governance structure, and a green product category: Gebr. Heinemann is well on its way to advancing all four dimensions of its global sustainability strategy, which are Environment, Social, Governance, and Responsible Value Chain. As a result, the company has become more specific in individual action fields and is working to establish key performance indicators and targets for each department.
“As a family business, Gebr. Heinemann feels a special responsibility to secure the future for generations to come,” says Saskia Möller, Director Legal, Compliance & Sustainability. “That is why our 2030 sustainability goals are the most ambitious in global travel retail. To achieve them, we rely on collaboration along the value chain, and we are proud of our progress in 2024.”
Raising Awareness Within and Outside the Company
To sensitize and empower its internal and external stakeholders, and to develop innovative approaches together, Gebr. Heinemann took the opportunity to position its 2030 strategy in round tables with banks, partners, and customers, and as a speaker and panelist at sustainability and industry conferences.
In addition, Gebr. Heinemann adopted new internal formats to integrate sustainability within the group of companies. It established an internal network called Sustainable Minds, which consists of around 50 employees from the Hamburg headquarters and locations worldwide. They regularly meet in virtual sessions to share best practices in social and ecological commitment, and to develop ideas for advancing the sustainability strategy.
In the late summer of 2024, vice presidents, directors, and heads of departments from Germany were invited to the Sustainable Leaders Academy to gain insights from leading sustainable suppliers, customers, influencers, academics, and consultants. In 2025, the Sustainable Leaders Academy will further expand to include international managers and integrate members of the Sustainable Minds network.
“We see clear signs that our initiatives are bearing fruit and that awareness of our sustainability measures is growing,” says Saskia Möller. “The Executive Board, employees, and representatives from all locations are involved and contribute to achieving our sustainability goals in the interest of a successful future for the company.”
Paving the Way to the 2030 Sustainability Goals
Environment
Rail Instead of Road, HVO Instead of Diesel
Gebr. Heinemann is working toward achieving net-zero emissions in Scopes 1 and 2 by 2030. The company has met its interim target for 2024, reducing emissions by around 50 percent compared to the baseline year of 2019, thanks to major investments in innovative heating systems and green electricity. Furthermore, Gebr. Heinemann introduced an energy management system in accordance with DIN EN ISO 50001 at its German headquarters and logistics centers. In the case of Scope 3 emissions, the company is aiming for a 50 percent reduction by 2030. With a 25 percent reduction by the end of 2024 (excluding Scope 3.1), Gebr. Heinemann is on track with its road map. The greatest leverage lies in the area of transportation.
In 2024, Gebr. Heinemann and its Turkish joint venture, Unifree Duty Free, partnered with the transport company Mars Logistics to pilot a shift from road to rail for transporting goods. As part of the project, 2,600 kilometers of the route from Germany to Turkey are covered by train, while 333 kilometers are by truck. In this first stage, Gebr. Heinemann and Unifree are reducing emissions by 65 percent on this route.
Gebr. Heinemann also piloted the use of alternative fuels for trucks traveling from its logistics center in Allermöhe to Hamburg Airport, as well as for several full truck loads traveling to Norway and Denmark. These trucks, which previously ran on diesel, now run predominantly on hydrotreated vegetable oil (HVO). The switch to this biofuel is expected to lead to a 90 percent reduction in emissions. Furthermore, in cooperation with its logistics partners Kühne + Nagel and CEVA, Gebr. Heinemann started to use e-trucks to transport sea freight containers to and from ports in Northern Germany. The electrically powered vehicles emit no carbon dioxide emissions.
Since the majority of Scope 3 emissions occur in our supply chain, addressing them requires close collaboration with our business partners.
“Since the majority of Scope 3 emissions occur in our supply chain, addressing them requires close collaboration with our business partners,” says Michael Meier, Vice President Global Supply Chain. “In this sense, the shift to rail, the conversion to HVO, and the use of e-trucks are milestones in achieving our sustainability goals in environmental action. However, our vision does not stop there. We are committed to maximizing the potential of all these technologies as they become increasingly available.”
Social
Launching the Global Strategy for Diversity, Equity, and Inclusion
In 2024, Gebr. Heinemann introduced its global strategy for diversity, equity, and inclusion. As a first step, the company published an internal policy to provide a unified international framework for orientation and established a steering committee. The committee promotes the implementation of the diversity, equity, and inclusion strategy. To this end, it monitors the global measures and makes progress within the company visible.
“Our diversity, equity, and inclusion journey supports team members from around the world,” says Ché Lewer-Alpman, Vice President People & Culture. “Our focus is on creating a great place to work where all team members feel valued and have a strong sense of belonging. We want to foster an inclusive environment where they can exchange ideas freely, be inspired, and be proud to be part of our organization – whether they work at our headquarters, in our retail outlets, cruise operations, or logistics centers, be it at a local, regional, or global level.”
Our focus is on creating a great place to work where all team members feel valued and have a strong sense of belonging.
Heinemann Asia Pacific demonstrates very tangible achievements in promoting diversity, equity, and inclusion in a social context. In 2024, it entered into a partnership with the Movement for the Intellectually Disabled of Singapore. Colleagues from the Asia Pacific team volunteer to work with young people to develop their social skills and promote their independence.
Beyond the volunteering efforts of its own non-profit team called Heinemann Harmony, Heinemann Oceania and colleagues from Singapore developed an action plan for reconciliation in 2024. In this plan, Heinemann commits to promoting positive, respectful relationships between ethnic groups within its sphere of influence and regional environment. They are the first company in travel retail to be recognized by Reconciliation Australia.
Governance
Establishing a Global Framework for Sustainability
In 2024, Gebr. Heinemann expanded its overarching global Corporate Responsibility Committee to include three subcommittees for the Environment, SociaI, and Responsible Value Chain areas of action. They focus on promoting the 2030 sustainability goals and monitoring progress.
“Through sustainable corporate governance, our group of companies ensures that it always thinks about tomorrow today, takes all global interests into account, assumes responsibility for the environment and people, and at the same time maintains its productivity and profitability,” says Saskia Möller, Director Legal, Compliance & Sustainability.
Responsible Value Chain
Setting New Standards for Sustainable Products
Gebr. Heinemann works closely with its suppliers to ensure high standards for sustainable products. In September 2024, the company published its Supplier Code of Conduct as an addendum to its contracts, setting minimum standards for environmental protection and respect for human rights. Gebr. Heinemann also expects its suppliers to be evaluated by independent third-party assessments, recognizing EcoVadis, B-Corporation certifications, and ratings from the Supplier Ethical Data Exchange. After covering 30 percent of its purchasing volume through these assessments in 2023, Gebr. Heinemann already achieved 70 percent in 2024. The company has also made significant progress in its own EcoVadis evaluation, earning a bronze medal and ranking within the top 35 percent of all assessed companies.
Furthermore, Gebr. Heinemann has concluded new joint green business plans. In addition to its sustainability collaboration with L'Oréal since 2023, the company entered into partnerships with Diageo and Tony's Chocolonely in the summer of 2024 and with EssilorLuxottica in the fall of 2024. Others are under discussion.
With L'Oréal, Gebr. Heinemann is developing a concept for refillable products and the sale of returned goods that would otherwise be thrown away. In addition, transportation emissions have been reduced: L'Oréal now delivers its goods by rail. With Diageo, the company is also implementing a wide range of measures to reduce emissions, such as using HVO transportation, direct delivery, optimized packaging, and lightweight bottles. Furthermore, Gebr. Heinemann joined Diageo's campaign to promote responsible alcohol consumption. With Tony's Chocolonely, the company is predominantly focusing on social topics such as minimum wages for cocoa farmers, but also considers environmental issues. EssilorLuxottica and Gebr. Heinemann are working on creating an even greener supply chain and product life cycle, while also expanding the range of sustainable eyewear.
As a retailer in the middle of the value chain, we can significantly increase the sustainable impact of our entire global industry by working together with our partners.
“As a retailer in the middle of the value chain, we can significantly increase the sustainable impact of our entire global industry by working together with our partners,” says Saskia Möller. “For this reason, we are intensifying our green collaborations not only with our suppliers, but also with our distribution customers, such as with Color Line on ferries, and with airports, starting with Copenhagen.”
Copenhagen Airport will also be one of the first locations to roll out Gebr. Heinemann's further developed sustainable category concept Responsible Choice, which the company finalized at the end of 2024. The basic requirement for products to be included in the Responsible Choice range is a successful third-party supplier evaluation. The products are then rated using Gebr. Heinemann's new evaluation logic based on twelve attributes, including organic, recycled packaging, vegan, and refillable. In the next step, these attributes are weighted, as each one has a different relevance in the categories. In the final step, the products are assigned to the Responsible Choice portfolio.
The new concept is to be rolled out to 30 percent of locations worldwide by 2025, and to all locations by 2027. Gebr. Heinemann is aiming to increase the share of sustainable products in its overall assortment to around 20 percent by 2027.
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