By Aimee Chanthadavong
Since the opening of its first boutique store in Paris in 2000, coffee brand Nespresso has been expanding its retail footprint.
The company has announced it will be opening its Sydney flagship store at the redeveloped Westfield Sydney this month. It will be the largest Nespresso boutique in the Southern Hemisphere, measuring 300 metres square across two floors.
Renaud Tinel, general manager, Nespresso Oceania, told Retailbiz the store is part of the company’s strategy to grow its global retail network to more than 250 boutiques this year.
“Quality is central for Nespresso; from the world’s best coffee beans we source to the quality of the service we give our Club Members,” he said.
“This commitment to quality takes us to consider premium quality locations only for our boutiques. The redeveloped Pitt Street Mall now provides the quality of retail environment we are looking for.”
Nespresso also recently opened its first boutique store in Victoria.
“It is still early days but we expect to continue our journey of growth in Melbourne, and this new boutique now provides an opportunity for all our existing customers in Melbourne to experience the brand with all their senses and to welcome new customers to discover Nespresso’s world of Ultimate Coffee,” Tinel said.
According Nespresso, Australia is one of the fastest growing markets for the company, recording an 80 per cent growth in 2009.
“In 2009 Nespresso Australia delivered a strong result with another solid year of growth – making this market one of the fastest growing Nespresso markets in the world. Success in the Australian market demonstrates the Australian coffee consumer’s appreciation for quality coffee and premium brands,” Tinel said.
There are currently seven Nespresso boutiques in Australia – Bondi Junction, Brisbane, Chatswood, Chadstone, Melbourne, Perth and Sydney. Further Nespresso boutiques are planned for Australia in 2011, focusing on the capital cities.