NESPRESSO SOHO: The coffee bar will serve the 16 Grand Crus, offer espresso and espresso-based beverages, and serve a light menu for breakfast.
Nestlé Nespresso this week opened its second boutique in the American city of New York bringing a new coffee culture to this trend-setting metropolis.
Located in the SoHo area in downtown Manhattan, the New York location joins other new Nespresso boutiques opened this year in the international cities of Shanghai in China, Miami in the United States, Cape Town in South Africa and a flagship boutique in Brussels, Belgium; as Nespresso continues to grow its global retail network to more than 220 boutiques this year.
Richard Girardot, CEO of Nestlé Nespresso S.A., said: “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.”
Frederic Levy, President of Nespresso North America, added: “The New Coffee Culture is about giving people the opportunity to truly savour and enjoy a premium coffee experience whether in a Nespresso Boutique or at home. While we have grown exponentially in the United States over the past few years, there is still a large, untapped coffee-loving population that is not engaged in the Nespresso brand. SoHo, New York is a natural fit for Nespresso because it is a gateway to the US for many European luxury brands.”
The SoHo location – one of 10 brand-operated boutiques throughout the United States – has a coffee bar that will serve the 16 Grands Crus, offer espresso and espresso-based beverages, and serve a light menu for breakfast, lunch and dinner. Customers will be able to purchase the full range of stylish machines, accessories and high-quality Grand Cru coffees.
The new addition is the latest indication of the brand’s continued worldwide growth. With its 4,500-strong worldwide team, Nespresso continues to deliver strong leadership and continuous innovation in the premium portioned coffee sector, following the opening of its first boutique in Paris in 2000.
A decade later, Nespresso’s steady global expansion will also take it to Sydney in Australia and a new flagship boutique in Munich in Germany – all scheduled for 2010.