German duty free operator Heinemann will replace Nuance as Sydney Airport's new duty free partner from February 2015, on a deal that runs for 7.5 years.

Duty Free outlets are a popular spot for international travelers to purchase cameras, headphones, tablets, accessories and other consumer electronics products.

“Heinemann has extensive global expertise and will deliver a new and innovative offering for the 13 million international passengers travelling through Sydney Airport each year,” said Sydney Airport CEO Kerrie Mather.

“We saw this as an opportunity to completely transform the airside experience and in partnership with Heinemann, we will create new and dynamic retail offerings that will support one of the most exciting duty free experiences of any airport globally.

“Heinemann will introduce more than 400 new brands to the airport tailored to our evolving passenger mix, along with an innovative design concept creating a unique sense of place. The space will be reconfigured to focus on customer orientation zones and establish clear lines of sight to aircraft gates and other areas of the terminal to significantly improve the passenger experience.

“Along with wide-ranging choice, another key criteria in the selection of our new duty free partner was to offer value for money to our customers and Heinemann with its global scale has the ability to do this.

“Heinemann will also offer a multi-channel digital commerce strategy offering customers the convenience of online shopping, mobile shopping, a digital loyalty app and a number of other unique digital features.

“This is a fantastic outcome for our passengers and we look forward to working with Heinemann and our on-airport stakeholders to deliver the exciting concepts and initiatives planned.”

Heinemann is the world's fifth largest duty free operator. It will oversee the Sydney Airport operations from its regional office in Singapore.