Breville brings home win at Retail Asia Awards 2025 for experiential store

Café & Store, an experiential retail to drive awareness and experience of quality home coffee.

Australian Kitchen appliance company Breville bagged the Brand Store of the Year - South Korea category win in the coveted Retail Asia Awards 2025 for its launch of “Cafe & Store,” an experiential store for espresso machine brands, which has driven customer awareness and experience in delivering quality coffee.

Built in downtown Gangnam, Breville Cafe & Store Sinsa is the first experiential retail for Breville as well as Home Coffee Machines in Korea, with an easy walk-in cafe wherein customers can just buy and sit on an external bench to drink coffee. It is equipped with an espresso bar which sells specialty coffee out of Breville machines at the same price that they can get from home.

The experiential store also acts as a showroom with a detailed machine consulting service by trained professionals who have long careers in roasteries and coffee shops. This enables both sophisticated and beginner customers to experience and get an initial training on all machines they are interested in trying.

Breville also hosts a Master Class Studio, where it hosts livestream shopping and conducts detailed coffee trainings, from espresso extraction to latte art.

It was set up to attract a newer and wider scope of customers for the experience, as well as to get a proper experience from trained baristas. It aimed to grow awareness, relevance, and branded experience for healthy and sustainable growth. This concept was a new development for Breville and unprecedented in any other areas where it operates.

Since its opening in late 2022, the company has successfully grown to become one of the major coffee machine brands in Korea and continues to grow, expecting growth of 30%+ in 2025. It also aims to expand this experiential retail to more locations, starting with the second Café & Stores within 2025, in the most trendy area in Korea.

“Our sincere approach to coffee and food has helped the customers believe in the quality of coffee and food that Breville can deliver, and is driving an unprecedented brand growth in Korea whilst all major brands in the category are declining,” Jongha Lee, GM Korea said.

Retail Asia Awards recognises outstanding achievements, innovations, and excellence within the retail industry across the Asia-Pacific region.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].