Nespresso’s CEO on Opening Flagship Boutique and Doubling Down on Experiential Retail

In the heart of Covent Garden, Nespresso has unveiled its latest and most ambitious UK boutique to date– a space designed to serve coffee and immerse visitors in the brand’s evolving world.

For Anna Lundstrom, chief executive CEO of Nespresso UK & Ireland, the opening marks more than a new address; it’s a step in redefining how customers engage with coffee.

From masterclasses and personalisation to adaptive staff uniforms and a soaring floral chandelier, this flagship fuses creativity, community and sustainability in a way that reflects the brand’s wider strategy for growth and innovation.

LBB> Why was now the right moment for Nespresso to open a new flagship boutique in Covent Garden, and what does this launch signal about your wider business strategy in the UK and Ireland?

Anna> Opening our flagship boutique in Covent Garden is a significant milestone for Nespresso, reinforcing our presence as part of London's vibrant coffee culture. In the UK, we aim to redefine retail by using our physical space and wonderful team of passionate and knowledgeable coffee specialists to forge meaningful connections and create memorable experiences. I'm thrilled to invite both new and seasoned coffee lovers to explore the world of Nespresso coffee.

LBB> How does the Covent Garden store reflect Nespresso’s evolving approach to retail and engaging customers?

Anna> The Covent Garden boutique focuses on creating memorable experiences for our customers. By seamlessly integrating the historic beauty of the building with contemporary design features – including a floral chandelier to celebrate the coffee flower and Covent Garden’s heritage as a flower market, by Cox London – we invite guests to embark on a stunning and multi-sensory journey.

The boutique also offers unique experiences such as tasting masterclasses and bespoke product personalisation, fostering a profound connection with the Nespresso brand. The moment they step into the boutique we want people to enjoy a meaningful journey of coffee exploration, from discovering new blends to learning about coffee sourcing, brewing and recycling. Hopefully, they will leave with unforgettable memories, a favourite new blend and a deeper appreciation for our craft.

LBB> How does this space bring Nespresso's experiential strategy to life?

Anna> With multiple seating areas, bespoke British-made furniture including a custom U-shaped banquette by George Smith, and a four-metre-wide floral chandelier by Cox London, every detail invites you to linger in the captivating world of coffee.
We encourage our guests to relax and enjoy the boutique and discover something new every time they visit. By combining Vicky Charles' iconic design with interactive experiences, we're transforming coffee shopping into an immersive adventure that invites exploration at our customers’ pace.

LBB> You collaborated with British designer Vicky Charles – how important is design in expressing Nespresso’s brand values and future vision?

Anna> Design is crucial to communicating our brand values and making people feel excited to step into our boutiques. Our collaboration with British designer, Vicky Charles, reflects this, infusing our boutique with local artistry, nodding to Covent Garden's flower market history while adding a modern twist. Each carefully curated element, from furniture to lighting, showcases Nespresso's true elegance and quality.
Beyond aesthetics, our dedication to inclusive design and our commitment to diversity and accessibility is highlighted in our new adaptive colleague clothing. By consulting with diversity experts, we've created adaptable uniform guidelines that embrace all genders and accommodate employees with disabilities.

LBB> Why did rolling out other experiential elements like masterclasses and guided tastings feel important?

Anna> Incorporating experiential elements like masterclasses and guided tastings, our boutique offers a warm, welcoming space for coffee enthusiasts to connect. Customers can engage with our specialists, who guide them through the nuances of coffee, its origins, and brewing techniques. Depending on the conversation, guests might explore different coffee varieties, machines, and accessories, or sample specially curated recipes. We hope visitors leave with a deeper appreciation for the essence of coffee itself, enriched by the meaningful exchanges with our dedicated and passionate team of experts to guide them.

LBB> Looking ahead, how does this flagship align with Nespresso’s broader innovation plans – whether in sustainability, product development, or retail strategy?

Anna> The Covent Garden flagship showcases Nespresso's innovative future, blending product advancements, retail, and sustainability. We cater to the wellness-focused preferences of gen z and millennials by offering pods with added benefits like vitamin B6, B12, and collagen. Responding to the offline community experiences that gen z craves, our boutique invites customers to enjoy several seating areas and bespoke experiences. As a certified B Corporation, our commitment to the planet is evident in our in-store pod recycling and specialists who discuss coffee origins and ethical sourcing, setting new standards in customer experience.