Electrolux adds weight to Lavazza brand, boutique rollout continues

By Patrick Avenell

The launch of Electrolux coffee machines using the Lavazza capsule coffee system has added momentum and an aesthetic design element to the A Modo Mio business, according to business manager Trent Knox.

Electrolux released its first range of Lavazza coffee machines in May this year. The Electrolux coffee machine business is run out of the Swedish company’s Melbourne office, which also specialises in floorcare and small appliances.

“The Lavazza A Modo Mio by Electrolux machines have been well received and have given the consumer further Lavazza options to choose from,” Knox said. “The Electrolux machines are aesthetically pleasing, compact and reliable.”

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In addition to having a new name brand manufacturing partner, Lavazza has been furthering its awareness among consumers by establishing store-in-store boutiques across the country. By the end of 2012, there will be six boutiques located in Myer department stores in Sydney, Melbourne, Brisbane and Adelaide.

Knox told Current.com.au that although these boutiques have been successful, there are no current plans to follow in chief rival Nespresso’s footsteps and open a dedicated, standalone brand store.

“We have a great partner with Myer, as well as all of our retailers,” he said. “At the moment, there are no plans for Lavazza to consider opening our own stores.

“We have just recently launched our pop up boutique. We unveiled this at Lavazza Italian Film Festival. This boutique enables us to share the Lavazza experience in a variety of spaces and opens up many opportunities for demonstrations, event activation and mobile store in store opportunities.”

Lavazza furnished Current.com.au with the following images of its store-in-store boutiques:

Lavazza's boutique at Myer Chadstone in Melbourne.

Myer's Melbourne CBD store is home to this boutique.

Lavazza boutiques include a touch and feel element.

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