Starbucks to Open First Store in Central Amsterdam in Historic Centraal Station
Starbucks Coffee Company (Nasdaq: SBUX) and Servex, one of the largest food and beverage concessionaires in Dutch railway stations and a subsidiary of NS, today announced a strategic licensing agreement to open Starbucks stores in prime railway stations throughout the Netherlands. The first store will be opened in the landmark Centraal Station in Amsterdam in the spring of 2009. Starbucks will continue work on its broader development plans in the Netherlands while opening stores in top railway stations across the country.
"We are delighted to open our first store in central Amsterdam, and in this landmark location that truly represents the heart of the city," said Martin Coles, president of Starbucks Coffee International. "It provides Starbucks with a strong platform to further expand across the Netherlands. The knowledge and leadership position of NS gives us great confidence that together we can deliver the unique Starbucks Experience to a growing number of customers throughout the country."
"NS, Servex and Starbucks have a shared passion for making customers feel at home. We are thrilled that with Starbucks we can bring another world-class brand to Amsterdam Centraal Station, which will be completely transformed. The future stations will be a destination for an unbeatable shopping experience where customers can find high quality brands like Starbucks," said Pamela Boumeester, chairman of the board of NS Poort. "As a licensed partner of Starbucks we are proud to offer customers a relaxing place where they can enjoy their favorite coffee. The partnership with Starbucks enables us even more to transform the Dutch railway stations from a place people have to go to a place where people like to spend time."
The strategic relationship with Servex aligns with Starbucks strategy to open stores where customers expect it to be and meets the growing demand for high quality coffee and service in the travel channel. This agreement further supports Starbucks intent to increase its international store growth with licensed partners who have proven experience and demonstrated success.
"For more than five years Starbucks has had a significant presence in the Netherlands through our roasting plant and Europe, Middle East and Africa (EMEA) support center which are located in Westpoort. It is a proud moment for us to announce the arrival of our first store in central Amsterdam and we look forward to meeting our Dutch customers in the heart of the city," added Coles.
In 2002, Starbucks opened its Amsterdam Roasting Plant which receives, roasts, packages and ships Starbucks coffee to more than 1,200 retails stores in the EMEA region. It is the only Starbucks roasting plant located outside of the U.S. The facility also houses the EMEA Support Center and a Starbucks store. This facility directly employs more than 150 partners (employees). Starbucks also has three locations located at Schiphol Airport, which are operated by HMS Host through a licensing agreement.
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at www.starbucks.com.
Servex is a wholly owned subsidiary of NS Poort, which is part of NS. Servex exploits catering and retail formulas at NS train stations. Servex exploits amongst others Kiosk, C'est du pain, Smullers, New York Pizza, Swirls and Shakies, Burger King, AH to go and La Place. With its catering and retail formulas Servex delivers an important contribution to a pleasant and comfortable stay at train stations. Servex continuously anticipates the need of train passengers and visitors. The company represents more than 300 points of sale. Servex serves 250,000 customers on a daily basis.
NS is the largest passenger rail transportation company in the Netherlands. The NS trains keep the Netherlands mobile. Per day more than 1.1 million train passengers reach their destination without traffic and parking problems. The train is an energy and climate friendly public service vehicle with low CO2 emission whereas the average price per kilometer is lower than the variable car costs. At the 379 train station NS offers a range of services for travelers. 'NS Reizigers' takes care trains run, information is available and services are offered to travelers at train stations and in trains. 'NS Poort' develops, manages and exploits the station (areas) in the Netherlands to create comfortable and lively places where travelers can stay, work, live, shop and relax. 'Nedtrain' manages the train maintenance amongst which are cleaning, technical maintenance, and damage repair. 'Strukton' is active in the construction and maintenance of rail infrastructure and building activities in Europe. 'NS Hispeed' connects the Netherlands with the heart of important European cities. High speed train Thalys and ICE and the international intercity trains are a smart and durable alternative for airplane and car for distances to 600 kilometers. 'NedRailways' makes use of the free European rail market opportunities, for example by exploiting rail concessions in the United Kingdom together with the British enterprise Serco. NS shares the railway network, which is the most used in Europe, with more than 30 other parties. 'ProRail' shares its rails capacity, takes care of the rail traffic control and the management and maintenance of the railway network.