Nestlé Nespresso officially opened 200th boutique worldwide in Shanghai in mid-August. It joins new boutique locations opened this year in the international cities of Miami, Cape Town, and a new flagship boutique in Brussels as Nespresso continues to grow its global retail network to more than 220 boutiques this year. Melbourne, New York (Soho) and a new flagship in Munich are also scheduled for openings later this year.
"Shanghai is China's gateway to the world and the world's gateway to China. As a dynamic and cultured metropolis, Shanghai provides the perfect location to establish our third boutique in China and our 200th boutique worldwide. It marks a significant milestone in growing our global brand community," said Richard Girardot, CEO of Nestlé Nespresso SA.
Despite a changing competitive environment, Nespresso continues its expansion into new markets and persists with double-digit growth rates in its more established markets, such as Switzerland and France. Nespresso continues to grow capacity to meet rising demand. The Nespresso schedule of boutique openings in 2010 underlines its commitment to grow outside Europe. New flagship boutiques in Brussels and Munich, and steady expansion in France, emphasise the Nespresso commitment to sustained category leadership in European markets. Nespresso is also on track with its plans to roll out a new customer service model in the second half of this year.
Nespresso opened its first boutique in Paris in ten years ago. Today, Nespresso Boutiques can be found from Hong Kong to New York. "Our boutiques are embassies for our brand. They enable consumers new to Nespresso to meet the brand and explore its deep coffee expertise - which is so important as Nespresso builds its presence in new markets," said Mr Girardot.
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| Nespresso Lattissima Premium |
Nespresso in a continued partnership with DeLonghi has launched a new Lattissima Pump Espresso Maker featuring a full metal body that gives it a sleek look especially for those with stainless hardware in their kitchens. The Lattissima was first introduced by the companies in 2007 in response to demand for coffee-based milk drinks like cappuccinos, lattes and macchiatos. Although the shape remains largely the same, there are subtle design enhancements like the full metallic housing on the unit coupled with metallic buttons with text adding simplicy to its one-touch features. The unit also has three different alert systems that signal the user when the water tank is empty, when the capsule container is full and another when the machine is in need of descaling. Furthermore, there is a one-touch milk froth-only feature that allows the preparer to use the milk frother without sacrificing a grand cru. Like other machines in the system, this Lattissima features a 19-bar pressure system with thermoblock for heating. The machine will use Nespresso grand crus, and has a patented removable milk tank that can be stored in the refrigerator after use. This unit is scheduled for a September launch at select fine retailers, at Nespresso Boutiques and Boutique-in-Shop locations and through the Nespresso Club.
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Nestlé Nespresso officially opened 200th boutique worldwide in Shanghai in mid-August. It joins new boutique locations opened this year in the international cities of Miami, Cape Town, and a new flagship boutique in Brussels as Nespresso continues to grow its global retail network to more than 220 boutiques this year. Melbourne, New York (Soho) and a new flagship in Munich are also scheduled for openings later this year. 
