The Only Global 'Cafe & Store' Model
Recognition for the Success of an Experience-Focused Retail Strategy
Premium kitchen appliance brand Breville announced on June 4 that it has been selected as the winner in the 'Brand Store of the Year - Korea' category at the Retail Asia Awards 2025.
This award is significant because Breville's 'Cafe & Store' model, which was launched exclusively in Korea among all global markets, has demonstrated its success through actual operation and has attracted industry attention with its experience-focused retail strategy.
Breville has introduced a flagship store in Sinsa-dong, Seoul, offering more than just a product display. It is a multi-purpose space where customers can directly drink, learn about, and experience coffee. By providing practical experiences closely tied to customers' lifestyles, rather than stopping at simple product exhibitions, Breville has embodied its brand philosophy?"Improving people's lives through design and innovation"?throughout the space, thereby delivering a differentiated customer experience.
The exclusive barista-led 'Espresso Master Class (Dial in Breville)' program, which introduces how to use Breville coffee machines, has been highly rated for sharing expert-level coffee-making know-how that enables customers to enjoy professional-quality coffee at home, even without visiting a cafe. In addition, by offering specialty roastery coffee at reasonable prices, Breville has made it easy for anyone to experience premium coffee at home, contributing to the spread of home cafe culture. These experience-centered programs have expanded meaningful touchpoints between the brand and customers, while also presenting new possibilities for retail spaces?drawing significant attention from the industry.
Meanwhile, last year's 'Brand Store of the Year' award went to global wellness company GMG for its Nike Orchard Road store, which was the first Nike store to introduce a dedicated 'Swoosh Studio' space, recognized for its innovative retail strategy.
This year's award ceremony was held on June 4 in Hong Kong, with APAC President Mark O'Kelly and Korea Country Manager Lee Jongha attending together to accept the award.
Lee Jongha, Country Manager of Breville Korea, said, "I am delighted that our experiential store, operated exclusively in Korea, has been recognized as an innovative case in the Asian retail industry," adding, "We will continue to strengthen customer-centric brand experiences and lead the spread of premium home cafe culture."
The Retail Asia Awards is an esteemed program organized by Retail Asia magazine, recognizing and awarding innovative and outstanding retail cases across the Asia region.
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