Growing population of coffee connoisseurs
When it comes to coffee, consumers throughout North America are becoming ever more discerning. Factors such as coffee quality and specific aroma profiles play an increasingly important role in consumers’ coffee buying decisions. As coffee connoisseurs sharpen their taste, they look even more for the superior coffee experience that Nespresso provides.
In answer to a steady rise in consumer demand, Nespresso is expanding its presence in the United States and Canada.
The recent opening of flagship boutiques in Beverly Hills, California and Toronto, Canada are the most recent sign of the Nespresso commitment to growth in these regions of high potential.
These two new, largest Nespresso boutique bars in the US and Canada offer consumers unique opportunities to discover and purchase Nespresso Grand Cru coffees, machines and accessories, indulge in premium coffee-based beverages as well as sweet and savoury fare, and receive unmatched customer service from specially trained Nespresso baristas and coffee specialists.
Second West Coast boutique and largest in the US
The newest and largest boutique in the United States is located in the glamorous neighbourhood of Beverly Hills, Los Angeles. It joins flagship boutiques in New York, Miami, Boston and San Francisco.
“We see a growing consumer interest for high quality coffee in the US, which has fueled demand for our highest quality Grand Cru coffees. Following the San Francisco boutique opening last winter, we are pleased to continue expanding on the West Coast, bringing our unique brand experience closer to American consumers,” said Frederic Levy, Market Director for Nespresso USA.
Nespresso anticipates adding 350 new jobs to California, a key region for the brand, over the next three years.
At nearly 205 square metres and inspired by the casual elegance that defines the chic Southern California lifestyle, the boutique delivers the unique Nespresso brand experience in a relaxed and contemporary environment.
The boutique’s façade is constructed with golden backlit glass panels inspired by a Mondrian composition. The loft-like interior spans one floor and features both indoor and outdoor seating, accommodating over 90 guests.
First boutique in Toronto and second in Canada
Meanwhile, Nespresso has opened the doors of its second flagship boutique bar in Canada, and the first in the country’s largest city, Toronto. The expansive 1,300 square metres retail space is located in the prestigious Yorkville neighbourhood. The Toronto flagship boutique joins a boutique bar in Montreal, Quebec, the first boutique to open in Canada in 2009. It also joins in-mall boutiques in Quebec City, Toronto and Vancouver. A west coast expansion is planned for Calgary in 2014.
According to Jacques Demont, Market Director for Nespresso Canada, “There is a real shift in trends on how Canadians consume coffee. Many, above all else, are looking for highest quality coffee and experienceand to bring the barista concept home. We have been in the market for a mere five years and have been warmly welcomed by coffee lovers across the country.”
The Nespresso boutique bar in Toronto immerses visitors in an indulgent, multi-sensory experience where they can discover the entire Nespresso offering and enhance their own coffee experience.
The two-story open concept structure features an impressive floor-to-ceiling glass façade storefront. The interactive space includes all the hallmarks of Nespresso boutiques, inspired by the vibrant colours of the Grand Cru coffees and sleek lines of its coffee machines. The boutique bar seats 47 guests inside and 14 guests on the street-facing terrace. It features exclusive interior lounge furniture, including the Egg chair and Favh sofa, designed by Fritz Hansen.
Nespresso Beverly Hills Flagship Boutique Bar is located at 320 North Beverly Drive, Beverly Hills, California 90210, USA. Open Monday to Friday from 8 a.m. to 8 p.m. and Saturday to Sunday from 9 a.m. to 7 p.m.
Nespresso Toronto Flagship Boutique Bar is located at 159 Cumberland Street, ON M5R 1A2, Canada. Open Monday to Friday from 9:00 a.m. to 9:00 p.m., Saturday from 10:00 a.m. to 7:00 p.m. and Sunday from 11:00 a.m. to 6:00 p.m.
