Starbucks adds retail group to oversee new store concepts

New store formats loom large in Starbucks Corp.’s long-term strategy.



The coffee giant on Monday announced that Cliff Burrows, who has headed up Starbucks' Americas business for eight years, will lead a new group within the company called Siren Retail. In the role, Burrows will oversee the global expansion of the chain’s new Roastery concept, as well as the development of the upscale Starbucks Reserve stores. http://www.chainstoreage.com/article/coffee-giant-two-new-store-expansion-moves



In addition, Burrows will be responsible for building out the Princi organization, including stand-alone Princi stores, and growing the Teavana business globally. Starbucks recently announced that it is teaming up with renowned Italian artisan baker Rocco Princi, who operates five Princi specialty stores in Europe.



In announcing Burrows’ appointment, Starbucks CEO Howard Schultz expressed enthusiasm for Starbucks Roastery concept which, to date, has opened one store (in Seattle.), with upcoming locations planned for New York and Shanghai.



“What we have created with the Roastery is the most dynamic, immersive retail experience the industry has ever seen,” Schultz said. “With its stunning success, we will now accelerate and globalize the Roastery experience, building more roasteries in iconic cities, and threading the Roastery experience into hundreds of new coffee-forward Reserve stores around the world, which also will integrate the spectacular culinary experience of our new Italian food partner, Princi.”



Burrows’ promotional was part of an organizational restructuring that includes the appointment of John Culver, a 14-year Starbucks veteran, as group president for global retail, with responsibility for Starbucks retail sales around the world. Culver had been group president for Starbucks China and Asia-Pacific, channel development and emerging brands.



As part of Culver’s new organization, Starbucks digital head Adam Brotman will assume a new operational role, “to supercharge the integration of digital technology into our stores worldwide,” the company stated.



Schultz also announced that he will also be working more directly with a number of executives, including Liz Muller, VP of creative and global design. Schultz said his priorities will be driven by the Roasteries, Reserve Stores, Princi and building a new premium business unit within Starbucks



All changes are effective September 1, 2016.