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“The Venice store is on Abbot Kinney
Boulevard, one of the busiest shopping streets
in the U.S., a highly trafficked tourist area
with a more transient population,” explains
Ackerman, who notes that the store got off
the ground much faster as a result. “That’s a
function of how many people go up and down
that street and the fact that people there are
looking for [interesting shops].”
The store lures in window shoppers with
an array of seating options suited for both
relaxation and productivity, including a
window front laptop bar, outdoor banquettes
and an indoor fireplace lounge, as well as a
complimentary fruit- and herb-infused water
bar, coffee and snacks. The setting is serene,
featuring live bergamot plants and lime trees,
rustic terrariums and communal reading
materials and activities. There’s also free Wi-
Fi and a meeting room equipped with audio/
visual capability that patrons can reserve and
use for free. “We wanted to create a welcoming
place for people to go to socialize or, for
people who work from home, to do business,”
says Ackerman. “By creating a low-pressure
destination we hope to incorporate ourselves
into the community in a positive way.”
SNUS CAN’T LOSE
During its retail foray, Swedish Match has
taken pains not to infringe on area retailers
who sell its products, he adds. “We had con-
versations within a certain mile radius and
worked out agreements to make sure our re-
tailers felt comfortable with this. At both lo-
cations, we give out information about where
customers can purchase our products. Our in-
tent is to inform, not compete.”
General snus is a smokeless and spitless
upper lip tobacco that originated in
Sweden more than 200 years ago.
15
TOBACCO BUSINESS INTERNATIONAL
NOVEMBER/DECEMBER 2016