“We are thinking of expanding Nespresso in the rest of the country but cannot clearly say when. We will have a Nespresso point of sale in Baneasa Shopping City in time for the winter holidays,” said Sonia Nastase, country business manager Nespresso with Nestle Romania.
It opened the first Nespresso store in Romania in August 2015 and chose the Dorobanti area for it, next to luxury brands like Moschino, Brunello Cucinelli and Canali, to be close to its target, customers with above average incomes.
Nestle integrated the Nespresso division in Romania last year, after having had its espresso machines and coffee pods sold through a distributor. Back when the distributor was in charge of things, Nespresso generated about EUR2 million sales, according to the latest data available.
Nespresso Boutique includes a showroom area displaying its products (pods, coffee machines and an assortment of cups, plates, and pod holders) and an area where customers can get a taste of the products, the 24 Grand Crus coffee varieties and the limited coffee editions.
Besides the Nespresso Boutique, Nespresso also has an online store and partnerships in place with fashion, book or furniture stores like Molecule F Concept Store, BoConcept, Carturesti, Mobexpert and Collective to sell Nespresso products.
(English version by Loredana Fratila-Cristescu)