Airport shopping is redefined with luxury, local flair, and innovation.
The opening of the expanded Terminal 2 at Antalya International Airport in 2025 marked the beginning of a new phase of strategic expansion for ATU Duty Free and Gebr. Heinemann in travel retail. A marketplace, which covers around 12,000 square meters, has been created, combining international brand expertise, local identity, and innovative concepts. This provides a model for the future development of global travel retail destinations.
After winning the tender in 2024, ATU gradually commenced operations in 2025. Initially, ATU operated in the new walk-through shop with Luxury Square and Old Bazaar. Later, additional stores in Terminals 1 and 2 were opened. Today, the portfolio comprises mono-brand boutiques of leading world-known brands, as well as various gate and lounge shops. A team of almost 1,000 employees, including 20 colleagues from Gebr. Heinemann, planned for months and managed logistics and brand integration to ensure the successful launch.
Katrin Bamler, Vice President Eastern Europe, Central Asia & Turkey at Gebr. Heinemann, says: “Just one year after winning the tender, we are demonstrating together with ATU that we have truly arrived in Antalya. From merchandise procurement and space planning to brand placement, there were many challenges. Even though there are still tasks ahead of us, I am confident that, as long-standing partners, we will continue our joint travel retail success story in Antalya.”
“We are working with ATU and leading brand partners to develop new concepts that are shaping travel retail in the long term, in line with our strategy of transforming airports into experiential spaces.”
A Retail Marketplace with Global Appeal
With Luxury Square and the Old Bazaar, ATU has established two concepts that exemplify the strategic diversity of the location: Luxury Square positions Antalya as a premium shopping destination, offering a curated portfolio of top international brands that combines luxury, comfort, and inspiration. The Old Bazaar, on the other hand, brings Turkey’s cultural heritage into a contemporary travel retail environment, creating an emotional connection between global brands and local character.
A milestone was reached with the opening of the M&M’S Experience shop-in-shop in July 2025 in collaboration with Mars Wrigley International Travel Retail, ATU Duty Free, and Gebr. Heinemann. As the first concept of its kind in travel retail, the shop sets new standards for experience-oriented retail. Interactive features such as the digital Playhub, a personalization wall, and the iconic “Hi Antalya” display transform candy shopping into a brand-based experience.
Katrin Bamler says: “The M&M’S Experience at Antalya Airport shows how we are working with ATU and leading brand partners to develop new concepts that are shaping travel retail in the long term. These types of projects are central to our strategy of transforming airports into experiential spaces that create value for brands, operators, and travelers.”
An De Volder, Market Director at Mars Wrigley International Travel Retail, adds: “We are grateful to our partners, Gebr. Heinemann and ATU Duty Free, for supporting the M&M’S Experience shop-in-shop in Antalya. Together, we aim to reimagine airport retail by offering experience-led concepts that inspire and engage travelers. Our goal is to boost conversion and footfall in the snacking category by creating memorable experiences.”
“This successful launch is the ultimate proof of the synergy between ATU’s operational agility and Gebr. Heinemann’s global expertise.”
Growth Driver and Benchmark Project
Antalya Airport, the most important gateway to the Turkish Riviera, is one of the fastest-growing international hubs in Europe, with around 32 million international passengers. The expansion carried out by Fraport TAV Antalya doubled the terminal capacity to 65 million passengers per year – a decisive step in meeting the needs of the tourism boom and growing demand in the premium segment. A particular challenge for retailers at the airport is the pronounced seasonality of the business; around 80 percent of passengers travel during the holiday season from May to October. ATU Duty Free and Gebr. Heinemann address these fluctuations with highly advanced logistics, among other strategies.
Ersan Arcan, President and CEO of ATU Duty Free, comments: “With the expansion of our activities at Antalya International Airport, we continue to offer passengers a first-class shopping experience. The new terminal doubles capacity and nearly triples commercial space. Our goal is to offer visitors a wide range of products that reflect our cultural heritage while providing access to the world’s most prestigious brands.”
Antalya as a Strategic Benchmark
The successful implementation of the project is a strategic statement: Antalya represents the next stage of development in travel retail, characterized by brand partnerships, customer focus, and emotional storytelling.
Ersan Arcan emphasizes the importance of collaboration in such projects: “This successful launch is the ultimate proof of the synergy between ATU’s operational agility and Gebr. Heinemann’s global expertise. By blending local authenticity with world-class retail standards, we have created a sustainable ecosystem that goes beyond traditional duty-free shopping. Antalya stands as a testament to our shared vision, setting a strong precedent for our future endeavors together.”
Using Antalya as their benchmark, Gebr. Heinemann and ATU Duty Free are looking to the future. They aim to transfer the successful co-creation model to other markets, integrate new brands, and further develop the travel retail experience. Antalya is therefore a strategic model for the next phase of growth in Gebr. Heinemann’s global business.
Contact
Katrin Bamler
K_Bamler@gebr-heinemann.de