Nespresso accelerates US expansion with new boutique in San Francisco

2013-01-23 09:23:56 -

Nestlé S.A. /
Nespresso accelerates US expansion with new boutique in San Francisco
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To meet the fast-rising demand for its premium coffee capsules and advanced
coffee machines, Nespresso is opening its first boutique on the west coast of
the United States, in San Francisco.

Nespresso is rapidly expanding its customer base in the US as more and more
discerning coffee drinkers discover its coffee, sourced from only the highest
quality beans in the top 1-2% of the world's supply.

There are currently more than 300 Nespresso boutiques worldwide where coffee
connoisseurs can sample the brand's extensive collection of high-quality coffees
and buy capsules, machines and a range of accessories to help them brew the best
coffee at home.

The new San Francisco boutique is Nespresso's fifth in the US. A sixth will open
in Los Angeles later this year.

Revolutionary brand
"The United States is experiencing a coffee renaissance, particularly in the
single-serve market," said Patrice Bula, Nestlé Executive Vice President and
Chairman of Nespresso, at the opening of the boutique in San Francisco.

"Nespresso has been revolutionising the coffee experience in Europe and we're
now accelerating our expansion in the US, so more coffee-lovers can enjoy our
unique, high-quality offering.

"The Nespresso brand is not simply about exceptional coffee. It combines the
finest-quality beans with the most advanced machine technology and a
personalised service to offer consumers the perfect cup."

Coffee expertise
The Nespresso boutique in San Francisco has baristas and coffee experts on hand
at all times to answer consumers' questions.

Private consultations can be arranged to help consumers decide which coffees
best suit their tastes.

Gourmet tastes
"What's happening to coffee today is much like what happened to wine in the
1980s," Mr Bula continued.

"Back then, few people knew much about wine, but today many are more discerning
about the quality of the wine they drink.

"We see the same thing happening with coffee today. More and more consumers are
looking for the superior coffee experience at home that Nespresso provides with
its unique systems."

Premium coffees
The new Nespresso boutique in San Francisco is located in the city's Union
Square, an area famous for its fine dining, art galleries, and high-end
boutiques and chic hotels.

It was designed by Italian architect Aldo Parisotto and brand consultancy
Futurebrand and features furniture from Danish design company Fritz Hansen.

Consumers can enjoy a cup of one of Nespresso's 16 premium 'Grand Cru' coffees,
or choose a light breakfast, lunch or dinner from a menu of dishes made
primarily with locally-sourced ingredients.

They can use the boutique's 'iPad bar' to go online to learn more about
Nespresso, or visit the 'discovery ring' to find out more about the brand's wide
range of machines and accessories.

There is also a 'self selection' room for Nespresso club members to scan and
purchase goods by themselves, as well as an area to drop off used coffee
capsules for recycling.

Nespresso has continued to grow since it was launched by Nestlé over a quarter
of a century ago. Today, it is the industry reference for premium portioned

The company operates in more than 50 countries and has more than 7,000
employees. Its headquarters are in Lausanne, Switzerland.

Related information:
Nespresso corporate website
Nespresso USA

Read more about stories about Nespresso:
Nestlé strengthens Nespresso with CHF 300 million investment in Switzerland ..
Nespresso reaffirms support for Colombian coffee growers with five year
investment programme ..
New Nespresso limited edition coffee draws on wine-making technique ..

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