MARTELL
“Today, we are proud to celebrate a new landmark in the 300-year history of our House. L’Atelier Martell is an innovative concept, which reflects our vision of elevating cognac into an experience that puts the client front and centre. With L’Atelier Martell, we are offering our clients new ways to explore, immerse and engage. We are bringing them audacious experiences through which they can discover our heritage, our savoir-faire and our cognacs as never before.”
CÉSAR GIRON, CHAIRMAN & CEO, MAISON MARTELL
Bringing luxury experience directly to consumers, the first Martell retail store offers them impactful and pioneering engagement. Located in Shenzhen, China, L’Atelier Martell is more than a store, it is a must-visit destination in a key market. Opened in September 2020, the space is designed to meet the needs of cognac connoisseurs and new customers alike through custom offers, exclusive experiences and local brand partnerships. At once local and international, L’Atelier Martell is an enhanced luxury in-store retail concept that integrates a range of digital features to elevate the client experience. Innovative ‘audio tastings’, WeChat personalised services and an interactive façade are but a few examples of how the brand is redefining the luxury shopping experience. The opening was the first step in a global rollout of the L’Atelier Martell concept, with new stores slated to open soon in other key Chinese cities (Guangzhou, Shanghai, Xiamen and Chengdu), further elevating Martell’s presence as the market leader in the country where it has seen exceptional growth.
+46%
SALES GROWTH IN THE
CHINESE MARKET IN FY21