Louis XIII Cognac looks to the future in its revamped Harrods boutique.
Cognac House of Fame Louis XIII chose Harrods–probably the world’s most famous department store to be the initial location to launch an innovative new style of a boutique. The store also made a PS80,000 ($95,000) sale in just a few hours.
The store officially opened on the 6th of July; however, during the soft launch, the purchase of the Mathusalem (a 6-liter bottle), of which only 50 are made every year, hinted that the Knightsbridge store may be going very well through the summer. Louis XIII is considered an iconic luxury brand and is virtually untouchable in the world of cognacs. That’s why the most affordable item at the Harrods boutique is PS700 ($830)–and this will provide you with a miniature of 5cl, which is the equivalent of a (hugely pricey) double.
A 95,000-dollar Mathusalem (six-liter bottle) was bought within a couple of days following its opening.
The main reason for the price of the cognac’s Grande Champagne cognac’s price positioning is that the demand for high-quality and sought-after goods like Louis XIII remains unabated. The company released its full-year results for the fiscal year 2021-22, the parent company Remy Cointreau Group posted record revenues in the amount of EUR1.3 billion, which is up around 30% over 2019-20. The most significant component was the cognac industry, showing an astounding 59% increase in operating profit over two years ago.
In its June statement, the company stated that it has seen “an increasing contribution from mid-range and high-end products as well as (from) price rises” and “out-performance” in the more expensive segments. Louis XIII Cognac is thought to be above the high-end category, serving as a brand ambassador for the company and is one of the reasons why such a lot of effort has been put towards Harrods. Harrods boutique.
A reference towards the near future
The modern look, with a natural-looking ceiling, a swirled ceiling and soft lighting — is far from the notion of a club for gentlemen and the formal appearance that could be associated with cognac drinking earlier. The modern style is geared toward younger generations, and the liquid with its distinctive crystal decanters is firmly unchanged. It is made up of greater than 1,200 years old vintage Eaux de vie, which, under the direction of master cellarer Baptiste Loiseau, are expertly mixed to provide a unique and distinctive taste.
The Louis XIII boutique is situated on the ground floor of Harrods, located next to the spirit and wine rooms. French architect business RDAI DAI –which has a long-standing design connection with Hermes — has executed the idea. The ceiling, dubbed”the Swirl of Time embodies more than 100 years of evolution in the brand and will become the main component connecting the boutiques launching the new style.
Through clever marketing, the use of time has been portrayed as “the ultimate base material” for Louis XIII Cognac, founded in 1874, almost one hundred years earlier. The future and time are merged in projects such as the release of a film directed by John Malkovich and the music video from Pharrell Williams and Pharrell Williams, which will come out in 2115 or 2117 , respectively, one hundred years after they were first created. Both have brought the brand plenty of publicity in the media.
Digital content limited editions, robots, and limited editions
The Harrods space is inspired by and draws inspiration from both art deco and art new movements, while also evoking natural forms to create a relaxed feeling. Leonardo Ferracina, global executive director at Louis XIII commented: “This boutique is both modern and romantic. It is a place of exploration. Our heritage’s elements captivating stories, and digital content will make the distilleries and vineyards from Cognac’s Grande Champagne region of Cognac to life at Harrods.”
The store showcases the heritage, the craftsmanship, and terroir that define the brand and an array of exclusive items and services. They include limited editions and large formats, as well as gift boxes that can be personalized and a wide range of accessories – all only available in Harrods within the U.K. retail market. Crystal engraving is a perfect way to complete the experience.
Louis XIII is also showcasing the eye-catching, massive-scale industrial robot pop-up known as Toast Master on the 5th floor from now until the closing of July. The pop-up features two robotic arms, both holding glasses filled with Louis XIII Cognac and choreographed in tune to an original composition by Yaron Herman, titled One Note Prelude. The last part of the show is the clinking of glasses that reveal the G-sharp sound produced by crystal stemware.
Linking technological advancement, creative art, and Louis XIII Cognac in this manner is the way Cognac is becoming more relevant to the younger generation while retaining current customers. The revamped boutiques – one in Cognac, France’s city of Cognac, France, and six in China Harrods, as well as Cognac–will play a vital role in this process.
Retail is on the increase.
Louis XIII, director for U.K. & Ireland at Remy Cointreau, Morgan de Premorel told Forbes.com: “We are determined to continue expanding our retail footprint, which includes the U.S. is a priority market. We are targeting the world’s largest shopper. We decided to select Harrods for our first boutique since it is famous worldwide, from Singapore to Los Angeles. The majority of our customers are overseas. Generation Y [aged between the ages of 22 to 40have set the pace across the globe today. They are the new generation.”
Louis XIII buyers at Harrods are evenly split across American, British, and Asian buyers, with another 10% coming from predominantly Eastern Europe and the Middle East. In areas such as China, where Louis XIII has a strong following, research suggests the younger portion of the Millennial age range and Generation Z are driving the demand for luxury items. They are also embracing the trend of ‘less is better when it comes to spirit, which premium companies such as Remy Cointreau and Hennessy (LVMH) favored. “Toast Master offers a fresh method of engaging with the young people,” de Premorel added.
In October, look out for a brand new global launch by Louis XIII that will further target younger consumers and female customers, particularly a segment of the cognac-loving population that they are yet to bring to the fold. The brand has been declared “a new time” to Louis XIII Cognac with themes of time, travel, and nomadism. There will be a keen spotlight on the U.S. and China markets.