Nespresso is rolling out a new store concept all over the world. In Belgium, the scoop went to Antwerp: the coffee brand swapped its flagship on the main shopping street Meir for an experience store in a lively shopping district.
Personalisation
Nespresso’s new flagship store in the cozy shopping district De Wilde Zee is one of the first with the new store concept, but the coffee brand aims to roll out that model to all 800 boutiques worldwide over the next five years. For Nespresso, the physical store has to be more than just a point of sale for capsules and coffee machines: it is a place to experience the brand’s coffee universe.
At the Experience Bar, visitors are introduced to different coffees, recipes and brewing methods. Customers can get started with the Ripple machine, which prints a photo or illustration on the milk foam of their cappuccino or latte. Accessories can be personalised on the spot with the free engraving service.
Close to the customer
Sustainability is also a priority for Nespresso, as it is B Corp certified. Since 2017, all new boutiques have been equipped with LED lighting, FSC-certified wood, tabletops made from recycled coffee grounds and renewable energy. Nespresso will also deliver by bicycle from the new store, as it does in Brussels, Ghent and Liège.
CEO Oliver Perquy of Nespresso BeLux stresses the importance of physical boutiques for the coffee brand: “During the pandemic, we saw strong growth in online sales. However, customer contact is still very important to us. In order to be as close to our customers as possible, we continue to innovate. We are therefore very excited about our new location in Antwerp. Known for its modern and dynamic character, De Wilde Zee is perfectly in line with Nespresso’s values. We are convinced that it will only strengthen our connection with the city and its coffee community.”
