Worldshop goes First Class Terminal: Miles & More GmbH opens exclusive Experience Store at Frankfurt Airport

Frankfurt am Main, 30 April 2024 - Worldshop, the central retail platform of Miles & More GmbH, and Heinemann Duty Free are joining forces: on 29 April, the first Worldshop store, exclusively for First Class customers and HON Circle members, opens as a joint shop with Heinemann Duty Free in the Lufthansa First Class Terminal in Frankfurt. Both stores have a distinctive design and blend harmoniously with each other. In addition to hand-picked products from selected brands, Worldshop focuses above all on the experience. With its many years of retail expertise, Miles & More GmbH is taking another important step towards expanding its core competence of becoming the preferred partner for people with an affinity for travel.

Excellent service and high-quality products for discerning travellers           
Trained in the same way as Lufthansa's First Class flight attendants, the sales advisors in the new Worldshop store will be able to cater even more specifically to the individual wishes of customers. As a travel expert with in-depth knowledge of its customers' needs, Worldshop offers innovative premium products from the travel and lifestyle segment. Limited editions and exclusive offers as well as the frequently changing product range inspire visitors time and again - true to the motto #inspiringyourworld. In addition to Lufthansa's own and co-branded products and furniture from the Lufthansa Upcycling Collection, the newly created shopping area also offers products from designer brands - including, of course, earning and redeeming miles.

Cross-channel shopping and brand experience
Exclusively for First Class customers, the variable store concept also allows for events such as vernissages or other special promotions. Digital elements, such as moving images, create a multi-sensory environment for a seamless, cross-channel shopping experience. Not only do they create a calm and pleasant atmosphere in the store, but the display can also be changed quickly and appropriately for coordinated product information or promotions that directly involve customers.

"With the opening of the Worldshop store in the Lufthansa First Class Terminal, we are underlining the Lufthansa Group's many years of retail expertise," says Johann-Philipp Bruns, Managing Director of Miles & More GmbH. "The store, which is tailored exclusively to our most loyal customers, is yet another expression of our passion for offering exciting products and experiences to people who feel at home anywhere in the world. Our entire team works hard every day to make this happen.”

"We are delighted to be able to realise this high-quality shopping experience in the First Class Terminal in close cooperation with Miles & More," says Georg Fuhrmann, Managing Director of Frankfurt Airport Retail GmbH, the operator of Heinemann Duty Free. "The new store with its high-quality brands shows what travel retail is capable of when two strong partners come together and realise a strong vision together."

In addition to the new store in Frankfurt's First Class Terminal, Miles & More GmbH operates a total of nine Worldshop stores with more than 900 square metres of retail space at Frankfurt, Munich, Berlin-Brandenburg, Hamburg, Düsseldorf and Vienna airports. The Worldshop at Frankfurt Airport in Hall A reopened to travellers on 11 April following a period of renovation.

The retail segment is a central pillar in the service portfolio of Miles & More GmbH. In addition to flight and upgrade awards and hotel and car rental offers, the Worldshop airport shops and the online presence worldshop.eu are among the most frequently used options for redeeming award miles.

Further information at worldshop.eu.