Nespresso debuts in NZ
Nestlé Nespresso SA has opened its first-ever boutique in New Zealand.
This month’s opening comes hot on the heels of its new Sydney flagship in Westfield Sydney, fronting Pitt St Mall.
The New Zealand store is in the trendy Newmarket shopping precinct in Auckland.
In the first half of 2011, Nespresso generated more than 15 per cent of its sales outside of Europe.
“We’re proud to open the newest Nespresso Boutique in New Zealand, whose coffee baristas have given the world the ‘flat white’,” explained Guillaume Chesneau, country manager of Nespresso New Zealand.
“For Nespresso, New Zealand is a vibrant market with huge growth potential. We love the challenge of meeting – and perhaps even exceeding – the expectations of New Zealand’s coffee connoisseurs, some of the world’s most demanding coffee lovers.”
Nestle Nespresso CEO Richard Girardot said during the first six months of 2011, Nespresso continued to achieve double-digit sales growth as the portioned coffee concept grew in popularity and geographical spread. Its stores can now be found in 150 cities in 40 countries.
“This success is the result of its ability to earn and keep the loyalty of its consumers. This is achieved through a unique brand proposition that brings together the world’s highest quality coffee and services tailored to the lifestyle of Nespresso Club members and designed to make each encounter with the brand a pleasurable experience.
Nestle describes its Nespresso boutiques as “brand embassies” where consumers can experience the brand with all their senses. The company plans to extend its retail network beyond 250 boutiques this year.
The new Newmarket stores is set in a landmark building and its layout is designed to heighten the consumers’ shopping experience, enabling them to engage easily with everything the boutique has to offer.
“This includes the world’s highest quality coffee, personal interaction with Nespresso Coffee Specialists who can advise consumers about Nespresso machines and the Nespresso Club services suited to each consumer’s taste and lifestyle,” the company said in a statement.
To celebrate New Zealand culture, Nespresso has created a unique Maori capsule art installation that will be featured in the new boutique.
As part of the Nespresso Ultimate Events sponsoring strategy, the company also announced earlier this year its official sponsorship of the Emirates Team New Zealand Challenger of the 34th America’s Cup that will take place in San Francisco in 2013.
“The team spirit behind the cup is a real inspiration for all Nespresso employees. We share with Emirates Team New Zealand a common commitment to continuous innovation, as well as to winning through a dynamic and passionate team,” said Girardot.
This month’s opening also coincided with the Rugby World Cup which has attracted rugby fans from all over the world.
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