Dunhill was looking to differentiate their brand and increase their luxury appeal in a highly regulated and commoditised category. They brought us in to help them launch Dunhill’s first multichannel direct-to-consumer business including a flagship store and a new digital eCommerce channel. We supported Dunhill throughout, from securing multi-million-pound funding through to business build, launch, incubation and scale.
Both new channels provide exceptional consumer experiences and new disruptive engagement models. The luxury store includes: A showpiece master blenders’ room where consumers can enjoy multi-sensorial experiences showcasing the diversity of tobacco; a smoking lounge, which has turned 1a St James’s into a true destination; lockers to perfectly store cigars; and presentation of luxury humidors, vintage cigars and accessories, such as a cigar case signed by Fidel Castro.
I am impressed with Inzenka’s ability to deliver innovative business models, coupled with great go-to-market experience. This allowed us to venture into new grounds for the brand.Global Brand Development Manager, Dunhill
The store attracts over three times the previous footfall and dwell time has doubled to over an hour. Sales increased by over 593% with 78% of visitors making a purchase at increased average shopping basket values. The store saw exposure to 2 million+ in valuable PR alone. It now has the potential to be a blueprint for future physical and digital activation for Dunhill and British American Tobacco.