Nespresso: Global Boutique Expansion Opens NZ Market
Nespresso: Global Boutique Expansion Opens New Zealand Market
Nespresso continues to show strong growth outside of Europe
Auckland, NEW ZEALAND, 26 September 2011 – Nestlé Nespresso SA inaugurated its first-ever boutique in New Zealand as the category leader in portioned coffee continues to shape the global coffee culture and drive momentum in the portioned coffee segment. The opening (22 September) in Auckland, one of the world’s best cities for quality of life, is part of the Nespresso strategy of selective geographic expansion. In the first half of 2011, Nespresso generatedmore than 15% of its sales outside of Europe.
expectations of the world’s most demanding coffee
“We’re proud to open the newest Nespresso Boutique in New Zealand, whose coffee baristas have given the world the ‘flat white’. 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,” Guillaume Chesneau, Country Manager of Nespresso New Zealand, said.
“As the category leader in portioned coffee worldwide, Nespresso will continue to set the standard in the segment by shaping the consumer experience through the exceptional quality of our Grand Cru coffees and the unique brand experience that we offer through the Nespresso Club,” said Richard Girardot, CEO of Nestlé Nespresso SA. The opening of the Nespresso Boutique in Auckland marks the company’s entry into New Zealand.
In the first six months of 2011, Nespresso continued to achieve double-digit growth. 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.
Nespresso boutiques: living the unique brand
Nespresso boutiques are brand embassies where consumers can experience the brand with all their senses. Nespresso confirms that it is on track with its plans to extend its retail network beyond 250 boutiques this year, that are already visible in over 150 cities and 40countries.
Located in Newmarket, the latest Nespresso Boutique is set in a landmark building. The layout was 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.
Zealand’s rich culture
To celebrate the rich 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 adynamic and passionate team,” said Mr Girardot.
Nespresso Boutique in Auckland: 203 Broadway, Newmarket, Auckland, New Zealand