Vincent Termote returns to the Spanish subsidiary of Nespresso, based in the office complex that the Swiss group Nestlé owns in Esplugues de Llobregat. The executive had already held the position of general director of Nespresso Spain between 2004 and 2012, one of the periods of greatest growth for the brand. He was responsible for inaugurating, for example, in 2007 the spectacular boutique on Paseo de Gràcia, which, with a thousand square meters of surface, became at that time the largest in the world for the chain.
Now, he will have to lead a very different period, with a much more mature and highly competitive market, with dozens of brands that manufacture coffee in capsules compatible with Nespresso coffee machines. In fact, the Nestlé group itself, with the Nescafé and Starbucks brands, also competes in the segment of capsules sold in supermarkets. The reality was very different in 2011, when Termote had to deal with the appearance of Nespresso's first major competitor, the Marcilla L'Arôme Espresso capsules (today L'Or Espresso) launched by the former Sara Lee and which quickly became a sales success.
Termote has been working at Nespresso for 18 years and had previously developed his career in companies such as Louis Vuitton Moët Hennessy, Natura Cosméticos, and L'Oreal. After managing to position the Spanish market as one of the most strategic for Nespresso, the executive was promoted and went on to hold positions of high responsibility at the firm's headquarters in Lausanne. Among others, he was responsible for the international expansion of the brand and also director of Nespresso in Europe.
Now he returns to Spain to replace Thomas Reuter, who has been appointed general director of Nespresso Italy after leading the launch of Vertuo, a new type of coffee machine developed by the Swiss multinational that incorporates a new extraction system based on centrifugal force and with capsules of different sizes equipped with a barcode.
"Spain is a market with a lot of potential and a great human team that I am delighted to return to. In this new stage, we set a clear priority: to continue innovating to offer unique coffee experiences to our customers," said Termote, who will have to deepen the brand's sustainability strategy.
True to its system of selling capsules exclusively in its own stores, Nespresso operates in 82 countries and has more than 13,900 employees. In 2020, it had a global network of 816 stores.