MILAN, Apr. 29 (Class Editori) - Lavazza, the coffee brand from Turin with a 2 billion turnover, has made an important step towards China, which is becoming one of the most attractive markets globally in terms of coffee consumption.
This move, prepared since over a year, has been announced today, with the signature in Shanghai of a joint venture between Yum China Holdings and the Italian group, with the aim of exploring and developing the Lavazza coffee shop concept in the Chinese market.
The partnership has been supported by the legal advice of the law firm Dentons, one of the greatest law networks worldwide and the most important one in China, where it has offices based in 45 cities. Juny Bai, responsible of Dentons China desk in Italy, has acted as intermediary in the research for the most suitable partner for the Lavazza strategy.
The importance of the project has been emphasized by the opening of a Lavazza flagship store in Shanghai, the first one to be located outside Italian borders, which has taken place together with the announcement.
The shop has been opened in Jing’an, one of the historical districts at the heart of the modern Shanghai. The shop’s design is made of high ceilings, artistical murals and a marble finish, in order to offer the experience of an Italian coffee bar to the customers. Inside the store, a huge Comencita stands out, the historical Lavazza moka pot with its unique cone shape, but there is also Belle Epoque, the limited edition by Elektra, inspired to the style of the very first espresso coffee machines.
There is not only coffee, in the store. By presenting itself as a gastronomic coffee, the coffee shop of Shanghai offers several coffees in classical and creative variations as well as a variety of food, which includes tasty snacks inspired to the Italian tradition.
At the centre, the full range of Lavazza very high-quality grains, including Kafa, a fine coffee from the Ethiopian forest and the Lavazza Classic Collection, the authentic Italian espresso “with a contemporary flair”.
Therefore, the project is aiming at exporting not only the Italian tradition espresso but also a variety of roasting and extraction techniques created for the Chinese market and called Bel Paese Coffee.
In the store, the Lavazza Coffee Design creations are also available, a menu of new recipes in order to offer Chinese customers the (for them) innovative coffee experience. The gastronomic offer of the flagship store is the result of the collaboration between Lavazza and a star chef; in this way, the real Italian street food lands in the Chinese local market with Italian sweet and salted snacks such as the focaccia bread and the cannoli, which represent the Italian cuisine worldwide.
“China is a strategic country with a great unexpressed potential concerning the coffee market. We have created a way in, in order to establish Lavazza in China and, later, in the Asian market: we are confident that the partnership with Yum China would represent a first important step forward in this direction” as Antonio Baravalle- Lavazza Group CEO- has explained.
“We are enthusiastic about the partnership with Lavazza and the fact of bringing the Italian coffee experience to China. In this way, we will approach consumers who are looking for the experience of a fine coffee, and we are very glad to welcome them in the new Flagship Store. We know that coffee has a great potential in China and Lavazza shares this enthusiasm”, as Joey Wat- Yum China CEO- has commented. The company has significantly established itself on the market: in 2019 its brands sold 130 million coffee cups in the country.
(Source:Class Editori)
Notice: No person, organization and/or company shall disseminate or broadcast the above article on Xinhua Silk Road website without prior permission by Xinhua Silk Road.
A single purchase
