Nestlé International Travel Retail has opened its first premium Nescafé Dolce Gusto boutique at CDF Mall, centrepiece of the newly opened CITS Haitang Bay Duty Free Shopping Complex.
As reported through our on-location coverage, China Duty Free last week marked the opening of CDF Mall, part of an extraordinary 70,000sq m development on Hainan Island that houses over 200 luxury brands.
The NITR move is a strategic step that aims to move the company closer to the high-spending Chinese traveller and build a premium brand image in Asia.
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The new store provides a “super-premium environment” for customers, says NITR |
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Nestlé believes the Chinese travel retail market represents huge potential for Dolce Gusto |
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The 48sq m Nescafé Dolce Gusto boutique has a prime location that sets out to maximise visibility of the Nescafé coffee brand to this key traveller profile, said the brand owner. The store offers travellers a “super-premium environment” with a “high-class feel”, said NITR.
Supported by a team of highly trained staff, the new boutique aims to attract new consumers and trigger further capsule purchases on the mainland.
NITR Global Head of Sales Alan Brennan said: “The Chinese travel retail market continues to be one of the most dynamic and fastest growing in global travel retail. We believe this market represents huge potential for NITR strategic brands, such as Nescafé Dulce Gusto.
“Our primary objective for this boutique is to drive and connect this brand with Chinese travellers by providing a premium and engaging environment that gives a great shopper experience. The CDFG Haitang Bay retail emporium proves a fantastic premium environment for NITR to showcase the brand and we thank CDFG for this opportunity and look forward to the successful development of the boutique.”
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These pictures from our on-location report of last week’s CDF Mall opening illustrate the intense interest from intrigued Chinese coffee lovers at the Nescafé Dolce Gusto boutique |
