Area of interest Magnificence Airport Format Opens In Frankfort With €1.8 Gross sales Potential

The promise of high sales per square meter

The pop-up areas are in the landside Shopping Avenue, which is open to the general public (about 80 square meters), and in the airside Concourse B after security and passport control (about 40 square meters). In the Shopping Avenue, Fraport says that, based on 2019 numbers, annual turnover potential could reach €10,000 per square meter. For the airside space, this number quadruples to between €40,000 and €45,000.

Which location will be optimal depends on the target customer. “We work with each brand to find the best location for their market entry,” said Hotzel. Fraport told me that the new pop-up model was not a temporary, post-COVID solution to fill up empty retail spaces, but rather a concept with “already proven success” and “a long-term character.” The airport landlord did not confirm whether beauty houses might take future spaces this year, only that “other tenants will be presented soon.”

Fraport also promised to support brands who sign up with a personalized media package. This includes on-site and online marketing campaigns via Fraport’s digital channels, Instagram (@beforetomatojuice), and WeChat. Brands can also advertise using additional forms of media at the airport, using the marketing agency Media Frankfurt at special rates for pop-up renters.

In terms of traffic, Fraport’s latest results show that a recovery at Frankfurt Airport is underway, with traffic significantly up on last year, but there is still a long way to go to get back to pre-pandemic levels. In the first quarter of 2022, passenger numbers hit 7.3 million, about half of the 14.8 million seen in Q1 2019, though April traffic was just 34% behind April 2019. In line with first-quarter traffic numbers, retail revenue in the period was €24 million versus €49 million in Q1 2019.