Smartseller, a joint venture between Gebr. Heinemann and Casualfood, has adapted its hybrid retail concept for small airports. The project, initially launched in Ljubljana Airport, Slovenia in mid-2021, aimed to combine travel retail shopping with food and beverage offerings and expand into small- and medium-sized airports. Three years later, the concept has been reviewed and taken in two directions, with the introduction of a ‘Little’ retail concept and a name change.
At Ljubljana Airport, the ‘Little Slovenia’ concept has arrived at the non-Schengen departure lounge. It offers a combination of F&B, duty-free shopping, and local souvenirs. The spacious bar with seating allows passengers to relax before boarding and potentially engage in some retail therapy. The design of the space reflects a modern interpretation of the country, with wooden elements and greenery to create a welcoming environment for travelers.
The modular nature of the Smartseller concept allows for easy implementation without the need for structural intervention at terminal infrastructure, making it an attractive prospect for small airports. Smartseller managing director Karl Niendorf emphasized the appeal of the concept at the gate, where travelers are relaxed and more receptive to offers that cater to their needs. The company plans to expand the concept to more airports following the success of its implementation at Ljubljana Airport.
In addition to the ‘Little’ concept, Smartseller has rebranded its former ‘All Yours’ branding to ‘You Are Here’. This hybrid concept combines travel retail, F&B, and convenience, and will be more tailored to specific locations. The rebranding will be completed by the end of the year, with Albrecht Dürer Airport Nuremberg in Germany being one of the locations where travelers can experience this new concept. The store covers 250 square meters, with further expansions planned to create a total area of 1,200 square meters.
Urška Binter, commercial head at Fraport Slovenija, the operator of Ljubljana Airport, praised the Smartseller concept, stating that it has become a highlight among non-Schengen passengers. She sees it as a glimpse into the future of retail and F&B at small airports. The success of the concept at Ljubljana Airport, which processed 1.27 million passengers in 2023, has sparked interest from other airports looking to enhance the passenger experience.
Overall, the evolution of Smartseller’s hybrid retail concepts reflects a shift towards more personalized and location-specific offerings in the airport retail sector. By combining travel retail, F&B, and convenience in a modular and adaptable manner, the company aims to provide a unique and engaging experience for travelers at small airports. The success of these concepts at Ljubljana Airport and Albrecht Dürer Airport Nuremberg demonstrates the potential for growth and expansion in this market.
