The company has expanded into two new markets with the opening of its first store in Beijing and the debut of its flagship store in Saudi Arabia, continuing the brand’s steady international rollout.
The Moroccan coffee house, founded in Marrakech in 1910, has opened at Beijing’s China World Mall, entering the Chinese capital with a format that combines retail, takeaway and a small seated Coffee Room. The location introduces the brand’s range of more than 200 specialty coffees made with 100 per cent Arabica beans sourced from 35 coffee-growing regions.
The 210sq m Beijing store includes a boutique offering loose and packaged coffees, gift boxes and accessories, with Coffee Masters on hand to assist customers and grind beans to order. A 25-seat Coffee Room sits alongside the retail space, featuring design elements drawn from the brand’s Marrakech origins.
“Our latest destination will ignite the imagination of our guests in the same way that coffee transports us to faraway destinations,” said Taha Bouqdib, President and CEO of V3 Gourmet. “We have combined old and new into one experience, paying homage to the past and inventing the future, with 100 per cent Arabica specialty coffee playing centre stage in this theatre of life.”
