Business Intelligence on Retailing, Franchising, and Consumerism in China

Wayne's Coffee Opens First Store In Beijing

Wayne's Coffee, one of the largest cafe chain brands in North Europe, has opened its first Chinese shop at Beijing's Oriental Plaza.

Taking the Oriental Plaza store as its first stop, Wayne's Coffee will open two additional stores in Beijing in 2010: one will be located near Xiushui Street and the other will be at LG Twin Towers on Jianguomenwai.

Kenneth Hermansson, the chief executive officer of Wayne's Coffee, said that the company plans to expand its chain cafes into more than a dozen well-know shopping venues in Beijing in the near future. The company's long-term goal is to open 200 outlets in China over the next ten years, allowing Chinese customers to enjoy North European style coffee and a cafe lifestyle.

Founded in Stockholm, Sweden in 1994, Wayne's Coffee is the largest cafe chain brand on the Scandinavian Peninsula. It currently has more than 100 cafes in over ten countries, including Sweden, Denmark, and Finland.

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