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RegStaer celebrates opening of spectacular nautical-themed Sheremetyevo store

Published: 26/06/08

Source: ©The Moodie Report

By Martin Moodie in Moscow



RUSSIA. Russian travel retailer RegStaer yesterday celebrated the Grand Opening of its latest duty free store at Moscow Sheremetyevo Airport Terminal C (left) – a store that is surely one of the industry’s most distinctive.

The RegStaer shop (pictured below) is designed like a large sailing vessel – with a spectacular nautical facade including gold portholes.

Inside the store the theme continues, with teak floors reminiscent of being onboard a luxury yacht and lightboxes also fashioned out of wood.

The first-floor shop is ideally located adjacent to the First and Business Class lounges and the VIP area.

Nearly 200 guests attended the opening, including many brand companies, senior Sheremetyevo Airport officials, local press and The Moodie Report from the international media. A big team from Gebr Heinemann – RegStaer’s major supplier – was also on hand to celebrate the moment.


We are sailing: the spectacular view of the first-floor shop as seen by travellers below

RegStaer Chairman Alexander Baev told guests: “Today we believe we are on the threshold of very big changes. Russia’s airports are investing and its airlines are buying new aircraft. All this will radically raise standards. We as duty free companies have to take it into our own hands to also improve the quality.

“Too many duty free stores look like supermarkets. Our services must match the quality of the airport development.”


All aboard: Great signage directs the passengers toward the duty free store



The boat's sails make an ideal branding backdrop to convey the duty free message


All aboard duty free at RegStaer Sheremetyevo
Vadim Sagiev, RegStaer Commercial Director talks about the unusual nautical theming of the store

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Gebr Heinemann Area Director Russia and the CIS Pierre Viarnaud added: “Over the past five or six years we have seen tremendous growth in passenger numbers and a tremendous increase in the amount of money spent at the airports.

“The amount of construction and development at Sheremetyevo Airport and other Moscow airports is showing how dynamic this environment is.

«Though we have been working with many companies in the region, no-one has been better than RegStaer in taking advantage of this opportunity.

«We congratulate RegStaer on the opening of this fantastic shop and the development of a great management team. And we congratulate them on understanding both the brands and the Russian consumers.”


Setting sail with RegStaer Duty Free. Martin Moodie takes a walk onboard one of the world’s most distinctive airport duty free shops

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Later Viarnaud told The Moodie Report: “It’s a very impressive store – very upscale. It’s the right approach and very professional. You have to do something that will match your clientele – what has been done here is fantastic.”

RegStaer now runs four shops in Sheremetyevo and three stores at another of the Russian capital’s airports (and the fastest-growing in passenger terms), Vnukovo.

Additionally RegStaer has signed a contract with Vnukovo International Airport to be the main duty free retailer at the new international terminal that opens later this year. The retailer will open its new operation there in two stages during late 2008 and 2009.

RegStaer is an independent company which opened its first duty free store in Moscow in 1999 and has grown into one of the country’s leading travel retailers since. This year the company celebrates its tenth anniversary.

NOTE: In coming days we will feature a major Retail Picture Gallery walkthrough of the new RegStaer store. And look out too for an interview with Chairman Alexander Baev and a major profile of RegStaer in the next issue of The Moodie Report Digital Print Edition – out in September – which focuses on the booming travel retail markets of Turkey, Russia, India and China



Celebratory moments as Vladimir Buryak, Deputy Director General at Sheremetyevo Airport and RegStaer Chairman Alexander Baev cut the opening ribbon and declare the store officially open



The lightboxes continue the marine theme and are beautifully finished in wood to match the floor and the shop exterior






Watches (left) are nicely displayed under glass down one side of the 'yacht'; Tobacco (right) is a core part of the mainstream selection that is complemented by an upscale selection for premium spenders




(Left) Chairman Alexander Baev expresses his thanks to RegStaer's business partners; (Right) RegStaer Commercial Director Vadim Sagiev (right) translates into Russian the speech of Gebr Heinemann's Pierre Viarnaud



Vadim Sagiev, Pierre Viarnaud and Alexander Baev field questions from the Russian press