Premium coffee brand Nespresso is bolstering its business through store growth as it prepares to open two central London sites this summer which it said will put it “on the map”.
The brand is opening a store on Brompton Road, in the former DKNY Jeans site, a month after opening its 500 sq metre flagship store on Regent Street in mid-July.
Nespresso said the Regent Street store will act as the UK flagship. The retailer has 270 stores worldwide and opened its first UK stand alone store in Manchester in April.
It plans to open more across the UK, targeting city locations dependent on how developed its customer base is.
Nespresso UK managing director Brema Drohan said: “We ‘re looking at development online and in store and converting customers across the different channels. But ultimately the philosophy is we want the consumer to use the channel that is right for them.”
But online remains key for Nespresso and the retailer plans to offer click and collect from stores later this year and is currently mulling options to offer customers a click and collect service from petrol garages, serving areas where Nespresso does not have a physical presence.
Drohan added: “We believe bricks and mortar play a strong role in the model mix but we are not dependent on it. Our model is not built around it.”
She added that despite the recession Nespresso is enjoying growth as consumers replace big ticket buys with more affordable luxuries.