Patrik Hoffmann, president, Ulysse Nardin:
“A big part of opening monobrand boutiques is to bring the end consumer closer to the brand and to provide a kind of concierge experience. Many times retailers are restricted in the depth of the collection they can display. In a monobrand boutique the consumer will feel like entering a showroom and showplace.
- Patrik Hoffmann
“Image and brand awareness certainly play an important role in opening a boutique, and in certain instances and certain marketplaces, maybe even the majority role. In the case of Ulysse Nardin, we see the independent retailers as the cornerstones of our distribution and most of our monobrand boutiques are run in cooperation with our independent retailers. It is our goal to support our retailers with the opening of monobrand boutiques and provide an additional platform for them.
“Today’s consumers are very brand-conscious and the boutiques will help to enhance the brands’ awareness amongst consumers and retailers, particularly now as the market place has become global. We have been very successful in doing so. Our Geneva boutique is a perfect example where we have put our synergies together with our long time partners Kunz Chronometrie. Ulysse Nardin has a lot to offer in terms of product innovation, global image and marketing, whereas our partners are most familiar with the market.”
Brand Boutiques - Pros and Cons
Source: Europa Star August - September 2013 Magazine Issue