The Coca-Cola Company has opened a flagship store in London’s Covent Garden district, offering its customers a collection of premium clothing and accessories under the Coke brand.
The retail store is part of the “Real Magic” campaign, launched in the fall of 2021, aiming to offer consumers a unique experience both online and in person. CEO James Quincy says the company is committed to creating “a best-in-class, consumer-driven marketing experience.”
Our retail locations, and specifically the new store in London, allow us to deliver a unique Coca-Cola experience to our consumers through embracing unique perspectives, moments, and, most importantly, experiences, the company said.
Coca-Cola has been investing in direct-to-consumer sales for many years, but for the first time outside of the online environment. After a similar format proved successful in the United States, a retail store was opened in London. Coca-Cola acknowledges that the future is digital platforms that are successful with consumers, but physical retail plays a key role in its innovation strategy.
The store sells premium streetwear created with designers such as Soho Grit, Alma de Ace, BAPE, Herschel, and Staple. There are also many graphics and prints reminiscent of Coke’s past throughout the store. In addition, the company offers its customers the option of personalizing their items. The store’s assortment is tailored to meet the needs and interests of Millennials and Gen Z consumers. Besides Coca-Cola, the store also offers non-alcoholic cocktails and traditional drinks.
Coca-Cola’s first store in Europe represents a unique product on the market, which meets the needs of fans of the brand to purchase exclusive products and merchandise. “This store allows us to bring all these interesting products together and make them part of the exciting Coke experience,” reported the company, reporting that the launch of the retail space has caused quite a stir among Londoners.
