Page 35 - Sep-Oct 2021

are firm believers in our concept and that this idea can and will be
the future of retail.”
Following the latest set of lockdowns, the store reopened
last month and the company have been busy incorporating new
initiatives to drive traction at a time when tourism, a trademark of
Berlin retail, has been severely hit by Covid-19 restrictions.
One of the things they have implemented for summer is the Cycles, has brought to market electric bikes and The Latest was the
installation of the first digital beer draft machine in cooperation with first store in Germany to have the bikes on show.
BROY in Berlin. So a customer can simply come in with a QR code, Each product in the store has its own space and its own story
scan this and then begin pouring their own beer and pay for it per and with the focus being on the customer and offering them a great
millilitre poured. Beer is a big part of the culture in Germany so this experience with each product with knowledgeable staff, it is this mix
is just one example of what the brand is doing to entice customers that Nunes feels makes The Latest stand out from the crowd of retail
into the store. stores and what will help it become the store of the future.
With the store in Germany launching nine months ago now, When looking to the future of the company, Nunes feels that
thoughts have inevitably begun to turn to where they would like to obviously Covid-19 is still going to be a challenge to overcome, whether
go next, and Nunes says that the UK is the next spot they would this is in the form of more lockdowns in Germany or in reduced
like to set-up shop in. customer numbers because of restrictions. The other is the cost of
“In the short term we would like to expand to the UK definitely, opening stores and attempting to explain the concept of The Latest to
in fact I already have a team working and searching for the best site a global audience.
in the UK, speaking with landlords this sort of thing. AVANTGARDE “We are a place for a community of people that are looking for the
has some sites in the UK so it is a market we already know well and newest products and what we offer is the chance for people to come
we are excited to launch a store here in the future.” to our store, to have a great experience and try and test and touch all
Longer term, the company doesn’t want to be opening 200 to these products with interaction with our well-trained staff, and then if
300 stores just for the sake of expansion, instead they are targeting they decide to purchase the product all of the revenue goes back to the
a limited number of stores in key retail markets around the globe in retailer, that is what we are here to facilitate and we look forward to
sites such as New York, Tokyo, Sao Paulo and Shanghai. growing the concept in the coming years,” concludes Nunes.
“We want to open stores in locations that will reach the most
people, make The Latest a world platform for product launches, BROY Corner The Latest Store, Berlin, Germany
and help sell the idea of The Latest and explain the added value of
what we offer. So in the next two to three years we will focus on
opening locations in the biggest metropolises around the world,”
says Nunes.
The Latest is a platform for brands to present the newest
products, whether that brand is a start-up or globally renowned.
For example, Harley Davidson, together with its Start-up Serial 1

The Latest Store, Berlin, Germany