Gebr. Heinemann and Isavia representatives mark the official opening of the revamped ÍSLAND Duty Free stores at Keflavík Airport on September 9

Gebr. Heinemann and airport operator Isavia have officially opened three revamped ÍSLAND Duty Free shops at Keflavík Airport, completing a redesign of the arrivals, departures and gate stores. Icelandic brands now account for 30% of Heinemann’s brand mix at the airport, the highest share across its airport operations.

The partners marked the opening with a press conference and ribbon-cutting ceremony at the airport on September 9. The stores combine international and Icelandic brands, with design elements inspired by the country’s geothermal lagoons, flowing water, lava fields and newly formed terrain.

“Today, we are here at Keflavík Airport celebrating the opening of what we hope will be considered a new benchmark in our industry,” Max Heinemann, Co-CEO of Gebr. Heinemann, told the media conference.

Heinemann secured the duty free concession from Isavia through an international tender and began redesigning the stores after taking over operations in spring 2025.

A partnership built around Iceland

Icelandic landscape references appear throughout the retail concept, including elements inspired by geothermal lagoons, flowing water and lava fields

For Isavia, the partnership was an opportunity to support Icelandic businesses and enhance the passenger experience. Ómar Svavarsson, Chief Commercial Officer, Director Airport Operations, Keflavík Airport, said the airport sought a partner that could bring international expertise while supporting both priorities.

“We were looking for a long-term partner who could combine international expertise with genuine appreciation for Iceland, its culture, its products and its people. We wanted a partner capable of strengthening the position of Icelandic brands and supporting the continued development of the airport,” he said. “Keflavík Airport is Iceland’s main international gateway, welcoming millions of travelers every year and serving an important connection between Iceland and the world. The experience passengers have here shapes not only the perception of the airport, but also the impression of Iceland as a destination.”

Max Heinemann highlighted the importance of stable partnerships amid global uncertainty. “You need to be agile in partnerships and collaboration, but you need to present a certain stability, especially in values and how you conduct business in the world. This is why we feel incredibly comfortable to be here,” he said.

“A strong duty free offering plays an important role in the airport’s competitiveness,” said Sveinbjörn Indriðason, CEO of Isavia. “With Heinemann’s industry knowledge and expertise, we look forward to further enhancing the customer journey for travelers while creating value for Icelandic brands and the country as a whole.”

Local brands set a Heinemann record

The revamped ÍSLAND Duty Free stores at Keflavík Airport combine international brands with a strong Icelandic assortment across the arrivals and departures experience

The 30% Icelandic brand share exceeds the original target of 20% and is the highest across Heinemann’s airport operations, according to Inken Callsen, Chief Commercial Officer at Gebr. Heinemann. “We have seen that this is a very good choice to attract people into the stores. It’s far above everything we have,” she said, noting that their second-highest local brand share is 24% in Italy.

More than 370 square meters is dedicated to Icelandic products, regional storytelling and local brand experiences, including four dedicated brand environments. The Icelandic assortment sits alongside international brands, including several being introduced to the local market. Callsen said the local assortment is contributing well to sales. “It’s not about having those brands and showing them because they are coming from the country. They are relevant for the turnover,” she said, adding that three Icelandic beauty brands rank among the category’s top 10.

Jens Wolf, Director Sales Nordics at Gebr. Heinemann, highlighted the involvement of local producers in developing the customer experience. “The suppliers here are very much involved,” he said. “They are doing the training and doing the tasting. So there is very close collaboration.”

Max Heinemann also pointed to opportunities for Icelandic brands beyond Keflavík. “It is obviously just the beginning of a story that we are about to tell. Our role is the representation of the local brand stories internationally as well.”

Two stores serving different shopping missions

The revamped ÍSLAND Duty Free storefront at Keflavík Airport reflects the new retail concept with local touches incorporated into the passenger experience

Heinemann operates a 2,000-square-meter arrivals shop, a 1,600-square-meter departures shop and a gate shop. Across the three locations, the assortment covers tobacco, confectionery, beauty, spirits, fashion, accessories, gifting and convenience products.

The larger arrivals footprint reflects the importance of return-journey shopping among Icelandic passengers. Berglind Snæland, Director Commercial at Isavia, explained that locals are the primary customers of the arrivals store, with alcohol a particularly important purchase due to lower prices.

The arrivals shop is designed around speed and convenience, with clear allowance information, direct routes toward baggage claim and a liquor-led assortment. Beauty, confectionery, tobacco, gifting, accessories and travel essentials complete the offer, while a regional fixture showcases Icelandic products and a selfie point features work by Icelandic mural and street artist Juan Arctic.

“For arrivals, it has to be more convenient and it has to be clear. People want to get their luggage and leave the airport,” Wolf said, adding that Icelandic design remains part of the experience.

The different shopping missions are also reflected in sales. “Looking into the numbers, alcohol is far stronger in the arrival shop, whereas beauty is far stronger in the departure shop,” Callsen said. “You see the different reason to go into the store and the different reason to buy. Now, we can grow every category in both of the shops with the right assortment approach.”

Icelandic landscapes shape the departures experience

In departures, an open shopfront and multiple access points lead passengers into the core categories. At the center, a dedicated regional area showcases Icelandic products in a setting developed with Icelandic design studio Basalt Architects.

The space features a pale blue floor referencing the Blue Lagoon, a ceiling installation inspired by geothermal steam and 3D-printed sculptural elements that draw on Iceland’s landscape.

Wolf said the area is encouraging passengers to spend more time in the store. “When I see the flow into the shop, people are really spending more time in this area,” he said. “They calm down, they look around and they enjoy.”

Svavarsson said the local focus was incorporated throughout the concept. “Iceland is represented throughout the concept not as an add-on, but as an integral part of the customer experience,” he said. “Icelandic brands, products and stories play a central role and provide travelers with meaningful connections to the country, but at the beginning and the end of the journey.”

Opening exclusives and promotions include a limited “Hæ from Iceland” Toblerone travel retail edition and a Blue Lagoon Skin Science Grand Opening offer exclusive to ÍSLAND Duty Free.