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Hennessy opens first flagship store in Asia

Cognac maker Hennessy has opened its first flagship retail store in Asia, opting for mainland China to make its debut in the region.

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Located in Taikoo Li Qiantan, a high-end retail destination in the city of Shanghai, the new Hennessy store serves as a new chapter for the French brand in China and looks to “deepen dialogue with Chinese consumers,” according to a press release from parent company, LVMH.

“With this exceptional store in Shanghai, Hennessy anchors its engagement with Asian consumers, inviting cognac lovers on an exceptional journey around cognac that is perfectly aligned with growing demand for high-end products and services,” said Paris-based LVMH.

“The cognac house has long enjoyed a strong reputation among consumers, adapting and diversifying its business model, and connecting with people in particular through collaborations with Chinese artists.”

The new Shanghai flagship is a sophisticated space, design around the concept of ‘Crafted by Men, Forged by Time’ — the cognac brand’s slogan.

Inside, the immersive store invites locals to discover Hennessy’s cultural heritage with exhibitions and tastings. At the heart of the store, the ‘Master Blender Table’ acts as a time capsule, showcasing the history of eight generations of master blenders and artisans who have been a part of Hennessy cognacs over the years.

Shoppers will also have access to the full range of Hennessy products; from the classic Hennessy V.S.O.P and Hennessy X.O, to Rare Editions such as Hennessy Paradis and Hennessy Richard.

In addition to its products, the Hennessy Shanghai store also proposes tasting and personalisation services to offer shoppers a bespoke experience. 

Hennessy is headquarters in Cognac, France. It is one of the ‘big four’ cognac houses, along with Martell, Courvoisier, and Rémy Martin, who together make around 85 percent of the world’s cognac.

In 1987, Moët Hennessy and Louis Vuitton merged together to produce parent company LVMH, one of today’s world leaders in luxury products, alongside Kering and Richemont.

In its most recent trading update, LVMH on October 10 released a trading update for the third-quarter, reporting organic sales inched forward just 1 percent for the three months ending September 30, to EUR 19.96 billion (USD 21.17 billion). By division, wines and spirits clocked an organic sales plummet of 14 percent.