SIP AND COLLECT: Department store group House of Fraser and coffee chain Caffè Nero plan to unite two of life’s great pursuits under one roof with a multichannel shopping concept set to launch in the U.K. next month.
The two companies have transformed an existing Caffè Nero shop in Cambridge, England, into a multipurpose space: The ground floor will retain the look and feel of a Caffè Nero, but will also have House of Fraser tablet devices on tables and touch screens, allowing customers to shop while they sip.
The floor above the coffee shop will be branded as a House of Fraser, offering a buy-and-collect service, till points, a product showcase, order-in-store terminals and a changing room. That space will be operated by House of Fraser staff.
The store, the first of its kind, will open on Fitzroy Street, near the town center, on Oct. 16.
“As part of our expansion plans we are keen to increase our physical footprint, especially in towns and cities where a store isn’t present. With a growing café culture and more customers shopping ‘on the go’ with mobile devices, we believe we’re providing our customers with an innovative solution which meets the needs of today’s busy consumer,” said Andy Harding, executive director of multichannel at House of Fraser, in a statement Friday.
Simon Thomas, head of business development at Caffè Nero, said his customers “are increasingly passing their time with us using our Wi-Fi or on their mobiles. The opportunity to provide added value and convenience by enabling them to shop online, and collect their items in store appeals, and the evolution of our existing partnership with House of Fraser is an exciting one.”