Nespresso Opens its 200th Boutique - Shanghai China
On the heels of its earnings announcement where it said that Nespresso sales are up 25% year over year, Nestle is opening its 200th Nespresso Boutique in Shanghai China. The boutiques have been a way for Nespresso to reach out into the consumer space and extend its brand image with a well polished routine, engaging spaces and a strong presence that resonates well with its target audience.
I visit the Boston boutique on a occasion to pick up a supply of capsules and enjoy a look at the latest hardware arranged in impeccable displays. I am never disappointed in the trip. If you haven't stopped by one, and have one locally, you should check out the machines, enjoy an espresso from their wide array of blends and see if a Nespresso machine is right for you.
Full Press release below on the Shanghai launch....
Nestlé Nespresso today officially opens its 200th boutique worldwide in the Chinese city of Shanghai.
Located in the popular Grand Gateway Mall in the shopping area of the Xujiahui district, the Shanghai location joins other new Nespresso boutiques opened this year in the international cities of Miami in the United States, Cape Town in South Africa and a flagship boutique in Brussels, Belgium.
Richard Girardot, CEO of Nestlé Nespresso S.A. spoke to journalists at the opening and said: “Shanghai is China’s gateway to the world and the world’s gateway to China. As the World Expo highlights, this dynamic and cultured metropolis is a great showcase for Nespresso. The opening of our 200th boutique worldwide and our third boutique in China marks a significant milestone in growing our global brand community.”
A few hours before the Shanghai boutique opened, Nestlé S.A. announced strong first six months for Nestlé Nespresso, with organic growth above 25%.
Mr Girardot added: “Nespresso is firmly on track to surpass CHF 3 billion in annual global sales. Our global boutique network generates around 30% of our sales, showing the important role boutiques play in our Company’s continuing growth.”
Despite a changing competitive environment, Nespresso continues its expansion into new markets and continues with double-digit growth rates in its more established markets, such as Switzerland and France.
In addition, in response to growing consumer demand worldwide, the extension has started in the Nespresso Production and Distribution Centre in Avenches in Switzerland as previously planned. It will double capacity by 2012 and bring total investment there to more than CHF 400 million.
With its 4,500-strong worldwide team, Nespresso delivers strong leadership and continuous innovation in the premium portioned coffee sector. Nespresso opened its first boutique in Paris in 2000. A decade later, Nespresso’s steady global expansion will also take it to Melbourne in Australia, New York (Soho) in the United States and a new flagship boutique in Munich in Germany – all scheduled for 2010. Nespresso is on track with its plans to roll out a new customer service model in the second half of this year, starting by renewing the sensory and brand experience in its boutiques.
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Posted by Scott Martin at August 13, 2010 11:50 AM
After recently visiting the Boston location, I appreciate the decor/attention to detail which goes into Nespresso's retail locations.
Although, would be nice if they opened one up in Dartmouth Crossing Shopping Center or somewhere in the Halifax, NS area in Atlantic Canada. I feel that is the only end of Canada they're neglecting at the moment.
Plus out of all the major cities in that end of the country, Halifax is more likely to have Nespresso's "core clients" since their machines are widely sold in that area vs. elsewhere in the Maritimes. Until then, the nearest one is over 770 miles away in Montreal :-(