In a move designed to improve accessibility for its club members, Nespresso will open its first pop up boutique in New Zealand on October 28.
Located on the upper level of Westfield Albany on Auckland’s North Shore, the boutique will meet the needs of discerning coffee lovers north of the bridge, offering high-quality coffee to taste and purchase, innovative machines and the personalised customer service for which Nespresso is renowned.
The concept signals a new strategy for the company that pioneered the portioned coffee market in NZ.
It has grown to a footprint of three existing boutiques in NZ, with one more to be opened before the end of the year, and a thriving e-commerce store.
Guillaume Chesneau, Nespresso NZ country manager, says, “The pop up boutiques will increase the accessibility of our coffee experience for club members who live in this fast-growing city.
“We receive great feedback from club members regarding their boutique experiences; however, we wanted to come up with a more innovative retail format that would help us test the demand in retail locations where we didn’t have a presence until now. If they prove popular, we will consider opening other pop up boutiques in other locations in future.”
Nespresso has carved out a unique space in the portioned coffee market by investing in every part of the value chain, from working with coffee farmers through to running a national retail network. It believes this is the most effective way to deliver premium quality and ensure a sustainable supply chain.
The result, Chesneau says, is a highly engaged and loyal base of Nespresso club members.
A key design feature of the pop up boutique will be the Grand Cru wall featuring Nespresso’s range of 23 Grand Cru coffees. Other services will include complimentary coffee tastings and capsule recycling collection points.
The site has been selected by Nespresso based on a number of factors, including club member penetration in those areas, the presence of other premium retailers, and customer traffic in the centre.
