Nespresso leaving Bijenkorf; creating it’s own shops

Nespresso is closing its outlets in Bijenkorf department stores and will be opening its own shops. The last Nespresso outlet in Bijenkorf will close early next year, the Telegraaf reports. Nespresso has had outlets in Bijenkorf department stores since 2006, but it is now time for a new step for the coffee company. CEO Mark Ruijgrok told the newspaper that is nothing more than a policy decision in the coffee company's retail policy. "The Bijenkorf gave us a platform to get in touch with our target market. They have give as a large part of our current consumers. But the past years we have been experimenting with our own shops and we are going through with it." Nespresso opened its first own store on the Oudegracht in Utrecht last week, and according to Ruijgrok, there has been long lines every day. Five more stores will open in the coming months. The new stores is a point for consumers to taste, experience and feel the coffee, Ruijgrok said. "It should be a sensory experience." Nespresso sells most of its products online, but according to the CEO a physical store is very needed. "We very clearly see the need for more tangibility. It is very aloof if we only offer our coffee online, you miss some of the emotion." Ruijgrok emphasized that the closing of the Bijenkorf outlet does not mean that Nespresso is completely cutting ties with the luxury department store. "We fit together, Bijenkorf and Nespresso. For me this is not the end of our relationship. We just do not know yet how to pursue it."