Nespresso Continues Middle East Expansion with Launch of Fourth and Biggest Boutique in UAE

Dubai, UAE, 10 September 2013 – Nespresso, the worldwide pioneer in premium portioned coffee, achieves another milestone in its Middle East expansion plan with the opening of its fourth and largest Boutique in the UAE.

Perfetto Trading Company, exclusive distributor of Nespresso in the UAE, has been consistently developing the brand presence since 2007.

The luxury coffee brand selected the popular Mirdif City Centre shopping mall for its biggest Boutique in the UAE to date, bringing the ultimate coffee experience to even more customers in Dubai.

This Boutique opening brings the total number of Nespresso Boutiques in the MEAC (Middle East, Africa and Caribbean) region to 30, making the region one of the fastest growing markets for Nespresso globally with an increase of over 30% in the last nine months alone.

The global coffee brand marked the launch with an invite-only event at the new Nespresso Boutique, with the presence of business partners and media representatives.

Speaking at the launch of the Boutique, Nespresso Regional Manager for the Middle East, Africa and Caribbean, Pierre Debayle said: “It is always a special moment to open a new Nespresso Boutique and all the more significant when it happens to be the fourth and largest in the UAE - a core market for us in MEAC.

He continued: “Our expansion across the Middle East is testament to the customer demand for Nespresso, and this new Boutique will further open the brand universe to our customers to come and taste our coffee Grands Crus and recipes, and to meet with our coffee experts. We will continue to invest and develop the brand here in the UAE and the Boutique is a strong sign of our will to engage in a long lasting relationship with our local Club Members.”

Mr. Jean Zoghzoghi, General Manager of Perfetto Trading Company, the exclusive distributor of Nespresso in the United Arab Emirates said: 'We are proud to announce the opening of our

fourth and largest Nespresso Boutique in the UAE at Mirdif City Centre offering our customers the full Nespresso experience. Our trained coffee specialists will extend a wide range of services to coffee aficionados. We are also pleased to launch the Nespresso coffee capsules recycling initiative in the United Arab Emirates with the support of Dubai Municipality and in cooperation with Bee'ah, a leading company in this field. This initiative shall be the first of its kind in the Middle East. We invite all our customers to visit our new Boutique and to discover our coffee Grand Crus, machines and accessories and be part of the recycling program.”

The new Mirdif City Centre Nespresso Boutique will provide customers with a comfortable and relaxed coffee tasting and shopping experience with designated zones displaying the wide variety of Grand Cru coffee on offer, along with the full selection of Nespresso machines to suit every style and preference.

The new launch marks another important step for Nespresso MEAC, as it includes the UAE's first recycling point for Nespresso customers. As part of its Ecolaboration initiative, Nespresso has launched its first Middle East recycling program in the UAE, and from early September, customers can deposit their used aluminium capsules at the new Mirdif City Centre Nespresso Boutique.

The Mirdif City Centre Nespresso Boutique has been designed to provide a personalized service and respond to specific needs of Nespresso clients. For those who prefer a full immersion in the art of Nespresso coffee tasting, a Coffee Specialist is at hand to guide them through the extensive selection of Grand Cru coffee, creating a personalised journey for each client from the beginning. Boutique visitors can also learn more about the world of Nespresso; its unique brewing and extracting system and its range of coffee machines and accessories.

Mirdif City Centre hosts more than 465 outlets, with over 262 luxurious brands new and unique to the Northern Emirates. The new Nespresso Boutique is located on level 1, Central Galleria shop number F014, Mirdif City Centre.