It isn’t just shopping, it is a Supreme Luxury Experience. The Spanish luxury furniture and lighting brand has strengthened its network of distributors and flagship retailers with the opening of new stores and the redesign of already existing showrooms in Hangzhou (China), Dubai (UAE), Doha (Qatar), Hanoi and Ho Chi Minh (Vietnam), Teheran (Iran) and Moscow and Saint-Petersburg (Russia).
MARINER Supreme Luxury Experience, the art of making people feel special
When MARINER planned its expansion into new strategic markets, it decided to break away from the usual retail models. The firm has invested in improving the customer experience, providing personalised in-store services and selling the lifestyle associated with the brand’s values, which are based on style, quality, workmanship and design.
The MARINER Luxury Stores are therefore experiential concept stores based on the company’s original flagship store in Valencia, a showroom of 1,500 sqm which was inaugurated in 1943 in the social building of the old factory. Totally remodelled in 2014, the showroom reflects perfectly the philosophy and identity of the brand, offering the exhibition space that better embodies the “Mariner Supreme Luxury Experience”.
The same concept has been exported to major cities all around the world where the brand has been forging long-term collaborations with local distributors and partners. The main aim of the strategy is to turn local showrooms into new MARINER’s flagship stores, where the firm can set up an extensive exhibition of its most exclusive collections from the Gallery and Classic catalogues.
The experience lasts from the very moment customers walk in the door and lasts to the moment they leave. Location and window displays play a significant role, providing the ideal environment to showcase the most iconic products of the brand. The showrooms recreate different home ambiences, offering the best in sophistication and excellence.
DUBAI Luxury Store
MARINER’s showroom in the Middle East’s capital of luxury and sophistication is hosted by INTERIORS, that has been the local exclusive distributor of the Spanish brand for more than 15 years.
Located in the heart of the vibrant city of Dubai and surrounded by magnificent and imposing contemporary architecture, the newly-renovated store offers an unparalleled exhibition of the latest amazing collections of MARINER: the classic NANTES, WELLINGTON, LE MARAIS and VONDÔME are just some examples.
DOHA Luxury Store
It has been 35 years since the company started its penetration in the Arab market and since then the Spanish firm has strived to focus on, and tap into, what luxury means to consumers across Middle Eastern markets.
Three traits matter most to local luxury shoppers: high quality, uniqueness/exclusiveness and heritage. And these are values well displayed at the Al Majid Group store in Doha, where MARINER has an extensive exhibition of collections that are a real luxury benchmark.
RUSSIA Luxury Stores
As part of its expansion strategy, in October 2017, MARINER inaugurated the Moscow and St. Petersburg FTF Interiors Gold Edition spaces, two new key retail points located in Russia’s largest cities and regional shopping centres.
The ceremony was attended by prominent designers, interior decorators and architects who were able to have a first-hand look at a large selection of collection from the Gallery and Classic lines.
The two new retail locations are being used as a reference point to better understand the Russian market before expanding further.
Over the latest years, the firm has been strengthening its presence in Russia, a country whose wealthy consumers, for their cultural and social characteristics, show a great interest for luxury goods and high-end furniture collections.
HANGZHOU Luxury Store
MARINER’s presence in the Far Eastern markets started more than 30 years ago. The prestigious Lane Crawford mall in Hong Kong was the location chosen for MARINER’s first showroom.
Over the years there have been changes in the preferences of Asian customers, who were very fond of MARINER’s former high-end classical collections.
Younger generations are oriented toward more contemporary designs and this trend is reflected by the selection exhibited by BOELLA FURNISHING, the new exclusive distributor of the firm for the Zhejiang Province, a Chinese region that holds the highest growth rate in new technology companies.
The 250 sqm showroom, located in the exclusive Derlook Versailles building in Hangzhou, is home to MARINER’s Classic line collections as well as to a selection of the newest ones from the Gallery catalogue.
HANOI Luxury Store
At the end of 2016, MARINER participated, with other prestigious brands, in the opening of the new TTD Group exhibition hall in Hanoi, the capital and economic hub of Vietnam. The showroom hosts pieces from the NANTES, AUSTIN, WELLINGTON and GATSBY collection as well as the most outstanding pieces from the luxury lighting collection.
The event, which was attended by renowned professionals from the world of design, interior decoration and architecture, clients and distinguished personalities of Hanoi, was a resounding success and represents an important milestone in the brand’s internationalization plan.
It has been a long, challenging journey since a Valencia-based entrepreneur, Enrique Mariner Gurrea started the adventure of his life in 1893 with little means but with a lot of enthusiasms. An the story will go on...
For more information: www.mariner.es