In a move that certainly makes good sense for Starbucks, it hasagreed a strategic licensing partnership with boutique hotel group, Malmaison. Onsite Starbucks stores will be opening in four of Malmaison’s hotels: Newcastle, Reading, Birmingham and Manchester, with Newcastle opened on 14 August. Malmaison has a further 8 hotels, with a new Dundee hotel scheduled to open late in 2013.
The new partnership is in line with Starbucks ambition to boost growth and profitability in the UK, by working alongside select partners to bring great quality coffee to customers in new places.
Arjan Oudejans, Director Licensed Stores at Starbucks EMEA, said: “Malmaison is a fantastic brand and the partnership means that we’re extending our reach into a new customer area, bringing the Starbucks quality and passion along with us. We are excited to have the opportunity to create a great third space environment within their beautiful hotels. It’s one of a number of steps to position our business for further growth in the UK – from getting our store portfolio right, to diversifying into new formats. These changes will ensure that we are well positioned to achieve our objectives for future growth and profitability.”
To celebrate the launch of Starbucks at Malmaison Newcastle, the store gifted complimentary coffee to the first 100 customers on opening morning.