The Courvoisier boutique at Haikou International Duty-Free City, Hainan.

Courvoisier has opened its first standalone boutique store for travel-retail shoppers.

Designed by Parisian agency Malherbe, the boutique launched in November at Haikou International Duty-Free City in Hainan in partnership with China Duty Free Group. The cognac house, which dates back to 1828, says that the new boutique is designed to showcase the French concept of ‘joie de vivre’, or enjoying life’s pleasures.

Created around a ‘garden aesthetic’, the boutique incorporates a French royal garden-inspired white trellis structure and blooming flowers in a bid to embody Courvoisier’s ‘Cognac in Blossom’ house style. Also on show in the boutique will be Courvoisier’s new-look packaging, rolled out across the global range earlier in 2022.

As well as giving visitors the chance to browse and buy from its award-winning range of cognacs, the boutique will offer a gift-wrapping facility, complimentary tastings from the core range – sampled neat or in a range of cocktails – and exclusive tasting sessions for guests from the Courvoisier prestige collection including Courvoisier Royal and Courvoisier Extra. It will also be among the first locations to offer the limited-edition Courvoisier Mizunara for purchase.

Jon Potter, managing director for Courvoisier, said: “We’ve entered a new era for Courvoisier. This is an exciting time for our maison, as we go back to our roots and embrace what Courvoisier was founded on by Félix Courvoisier. We’re thrilled to bring the spirit of ‘joie de vivre’ to our fans in Hainan, as they embark on a journey of luxury and the finest cognacs at this boutique. We will continue to unveil more exciting news for Courvoisier and our wider portfolio in the months to come.” 

Manuel Gonzales, brand marketing director for Courvoisier Global Travel Retail, said: “We’re thrilled to see the launch of Courvoisier’s first-ever boutique open at the acclaimed Haikou International Shopping Mall. Hainan is an incredibly coveted space and bridges the gap between simple pleasures and elegance. We can’t wait to provide our shoppers with this magnificent immersive experience that offers luxury at its finest. The exclusive boutique represents our commitment to the premiumisation of our brand offerings.”

It follows Camus Cognac’s announcement last month that it would be opening a luxury boutique at the Haikou International shopping mall on Hainan.

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