PALM BEACH, FL . . . At the forefront of the relatively new resort-retail industry in the mid å‘90s, The Breakers Palm Beach recognized that its market of sophisticated, seasoned travelers—whether at leisure or attending a meeting—are also discerning retail customers in pursuit of distinctive merchandise.  The Five-Star, Five Diamond resort then set out to capitalize on the growing trend of domestic and international visitors who count shopping among their preferred activities during travel[1].

       

The Breakers subsequently unveiled The Shops at The Breakers—an elegant, on-site arcade of boutiques, owned and managed by The Breakers, which houses eight, exclusive specialty shops:  The Breakers News and Gourmet, Absolutely Suitable, Guerlain Institut de Beauté, Coconut Crew, Polo Ralph Lauren, Piaget, Steuben and The Signature Shop.  Each shop is designed to complement the premium taste levels of the hotel’s guests. 
“This select audience of vacationers appreciates the allure of a magnificent setting, a place that fosters a relaxed state of mind and the time to peruse beautiful merchandise,” said John Zoller, vice president and director of retail operations of the resort since 1995, and previously, a veteran of Neiman Marcus.  Upon joining The Breakers, Zoller created an in-house merchandising department that quickly set the standards for the resort-retail business, and conceived of unique specialty shops to satisfy the growing consumer trend of “shopping as entertainment.”  This strategy fit perfectly into the entrepreneurial style of The Breakers, a market-driven enterprise independent of chain affiliation.  Its retail operations became a subsidiary of its resort businesses and reflected the resort’s reputation for world-class hospitality.

The objective:  to transform shopping into an enjoyable and even entertaining experience for the traveler.  The strategy: to create an opulent yet quality atmosphere in stores that emulates the same supreme standards found throughout The Breakers, and deliver personalized, thoughtful service that exceeds expectations (the hospitality side of shopping).  Establishing successful partnerships to lure some of the world’s top designers and merchandisers, The Breakers offers a one-of-a-kind, international array of ready-to-wear, beauty treatment services and gifts.

The Shops at The Breakers are designed to stand apart from the proliferation of cookie-cutter department and mall stores.  Each of these boutiques possesses its own artistic décor and sensory appeal, and with an expert retailer’s eye for unique merchandising, they satisfy guest preferences for something different.

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The Breakers Palm Beach is a Mobil Five-Star, AAA Five Diamond resort recognized as one of the finest in the world. The 560-room, Italian Renaissance-style hotel resides on 140 acres of oceanfront property in the heart of Palm Beach.  Founded in 1896 and listed on the National Register of Historic Places, the hotel recently completed a ten-year, $145 million revitalization and expansion effort, ushering in a new era of casual sophistication.  The resort features 36 holes of championship golf, 10 tennis courts, a 20,000 square foot luxury spa, a Mediterranean-style beach club overlooking one-half mile of private beach, an extensive program of family and children’s activities and a variety of water sports.  The Breakers also features a broad selection of restaurants, as well as an array of on-site boutiques.  The Breakers is a member of The Leading Hotels of the World.  For more information, contact the resort toll-free at 1-888-BREAKERS, (561) 655-6611, www.thebreakers.com, or contact your travel professional.

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