BRAND STRATEGY

Nespresso opens the second of its new Boutique outlets in Africa

By our African Marketing Confederation News Team | 2025

Latest-generation Boutiques are being positioned as an experiential destination for coffee enthusiasts, rather than purely a retail space.

Nestlé has opened the second of its new Nespresso Boutiques on the African continent – this time at the Eastgate shopping mall, east of Johannesburg, South Africa. 

 

The Nespresso Boutique retail concept has gone through various evolutions since the first one was opened in Paris in 2000 to offer heightened brand exposure and customer interaction. Nespresso Boutique is now in its fourth iteration. 

 

“This sophisticated space promises to bring coffee lovers closer to the heart of Nespresso, offering an immersive, sensory journey through the world of premium coffee,” explains the brand in a press release. 

 

Adds Ceire Mulligan, National Retail Manager at Nespresso South Africa. “Our new Eastgate Mall boutique is more than just a retail space — it’s a destination where coffee enthusiasts can connect with the craftsmanship, innovation and sustainable values that define Nespresso.” 

Photo: Nespresso

Experiential destination for coffee enthusiasts 

 

According to Trendtype, the emerging markets consultancy, Nestlé is positioning the fourth-generation boutique as an experiential destination for coffee enthusiasts, rather than purely a retail space.  

 

“It is designed to showcase Nespresso’s brand values and position the coffee as part of a refined lifestyle (‘Coffee as an Art’). Visitors can interact with the coffee range, take part in live tastings and learn about Nespresso’s credentials around sustainability and circularity initiatives,” Trendtype states. 

 

In a LinkedIn post, the MD and Chairperson for the Nestlé Eastern and Southern Africa Region, Nicole Roos, notes: “I’m especially inspired by the potential this boutique holds to foster meaningful partnerships, elevate hospitality experiences, and create premium coffee moments that go far beyond the walls of the boutique itself. 

 

“At its core, this boutique reflects our purpose: to deliver exceptional quality while remaining firmly committed to circularity, education, and long-term impact.” 

 

Nespresso is a brand of single-serve coffee machines and coffee capsules, known for its convenient and high-quality espresso and coffee options. It was founded in 1986 and is part of Nestlé, the world’s largest food and beverage company, headquartered in Switzerland. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.