Starbucks to Open First Store in Central Amsterdam in Historic Centraal Station
Renovated Centraal Station to be first location in Starbucks initial expansion into the Netherlands through prime Dutch railway stations
Starbucks Coffee Company (Nasdaq: SBUX) and Servex, one of the largest food and beverage concessionaires in Dutch railway stations and a subsidiary of NS, today announced a strategic licensing agreement to open Starbucks stores in prime railway stations throughout the Netherlands. The first store will be opened in the landmark Centraal Station in Amsterdam in the spring of 2009. Starbucks will continue work on its broader development plans in the Netherlands while opening stores in top railway stations across the country.
“We are delighted to open our first store in central Amsterdam, and in this landmark location that truly represents the heart of the city,” said Martin Coles, president of Starbucks Coffee International. “It provides Starbucks with a strong platform to further expand across the Netherlands. The knowledge and leadership position of NS gives us great confidence that together we can deliver the unique Starbucks Experience to a growing number of customers throughout the country.”
“NS, Servex and Starbucks have a shared passion for making customers feel at home. We are thrilled that with Starbucks we can bring another world-class brand to Amsterdam Centraal Station, which will be completely transformed. The future stations will be a destination for an unbeatable shopping experience where customers can find high quality brands like Starbucks,” said Pamela Boumeester, chairman of the board of NS Poort. “As a licensed partner of Starbucks we are proud to offer customers a relaxing place where they can enjoy their favorite coffee. The partnership with Starbucks enables us even more to transform the Dutch railway stations from a place people have to go to a place where people like to spend time.”
The strategic relationship with Servex aligns with Starbucks strategy to open stores where customers expect it to be and meets the growing demand for high quality coffee and service in the travel channel. This agreement further supports Starbucks intent to increase its international store growth with licensed partners who have proven experience and demonstrated success.
“For more than five years Starbucks has had a significant presence in the Netherlands through our roasting plant and Europe, Middle East and Africa (EMEA) support center which are located in Westpoort. It is a proud moment for us to announce the arrival of our first store in central Amsterdam and we look forward to meeting our Dutch customers in the heart of the city,” added Coles.
In 2002, Starbucks opened its Amsterdam Roasting Plant which receives, roasts, packages and ships Starbucks coffee to more than 1,200 retails stores in the EMEA region. It is the only Starbucks roasting plant located outside of the U.S. The facility also houses the EMEA Support Center and a Starbucks store. This facility directly employs more than 150 partners (employees). Starbucks also has three locations located at Schiphol Airport, which are operated by HMS Host through a licensing agreement.
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