MARKETS
Exclusive space
for a strong brand identity Where do JURA Flagship Stores go from here? Our Flagship Stores concept has already proved successful at various sites in Europe and, of course, we shall continue to roll it out. However, we’re now sharp ening our focus on exclusive coffee houses on other continents. Our next step is to take our Flagship Stores to customers out side Europe and consolidate the brand’s presence in the premium range. Arash Riahi, Area Manager Inter national Flagship Stores (left), and Reto Peduzzi, JURA Manager Exhibitions & Points of Sale
Shoppers all over the world can now enjoy the pleasures of innovative, premium-qual ity shopping: in the new JURA Flagship Stores. Positioned in the most exclusive locations, these attractive stores offer a JURA brand experience that appeals to all the senses. CoffeeBreak talks to Reto Peduzzi, Manager Exhibitions & Points of Sale and Arash Riahi, Area Manager International Flagship Stores, who explain. 22
Why did JURA decide to launch its own Flagship Stores? Reto Peduzzi: Our Flagship Stores offer a total JURA brand experience that appeals to all the senses. When customers walk in, they not on ly see the JURA product range but can enjoy discovering it for themselves and, if they wish, obtain comprehensive advice. Our Flagship Stores contribute to the effectiveness and permanence of our brand positioning. In terms of visual impact and quality, they set us apart from our competitors. In fact they create an ideal space for a strong brand identity. What role does location play? Reto Peduzzi: The location of our Flagship Stores is very important to us. Ultimately the venue determines the context in which we are perceived. Exclusive shopfitting is another of our key features. Our use of top-quality mater ials and the finest craftsmanship underscores
and reflects JURA’s premium quality aspirations. When and where did the first branch open its doors? Arash Riahi: The JURAworld of Coffee opened in Niederbuchsiten in 2006 and can rightly be regarded as the ‘mother’ of all our Flagship Stores. The JURAworld of Coffee is the benchmark for every one of our new-look stores. As with the JURA Hospitality Centers, our aim was to establish a scalable prototype at headquarters, which would then serve a multiplier function. This means we don’t have to start from scratch when we’re planning a new, topclass international coffee house. At the same time, this approach fosters brand recognition among customers. Which locations now offer customers the pleasures of JURA Flagship Store shopping?