Apple Tree Group Brochure 2014 - Entrepreneurs in Asia
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Transcript of Apple Tree Group Brochure 2014 - Entrepreneurs in Asia
entrepreneurs in Asia
entrepr
appletreegroupinformation
Entrepreneurs in Asia
From its founding in 1993, offering the first inbound tours for European tourists to Vietnam
with 3 employees based in Saigon, the Group has expanded to include market leading
positions primarily in service-oriented businesses across much of Asia. Today the Group
employs 2,500 staff including 250 expatriates.
preneursEntrepreneurial model
AppleTree has expanded by applying a simple and focused entrepreneurial philosophy:
• In a developing economy most ideas are good; Execution is the key
• Focus on business models that have already proven successful in developed economies
• Concentrate on businesses in which the Group’s added value can be priced-in
• Only pursue opportunities in which the Group can obtain either long-term exclusivity or
at least enough time in market to establish a lead and/or barriers to entry
• Prefer Joint-Ventures and build long-term relationships with local partners
Group Structure
Apple Tree is a diversified group operating in Vietnam, Laos,
Cambodia, Myanmar, Thailand, Indonesia, China and Japan.
With a resolute entrepreneurial spirit, Apple Tree develops in
the fast growing South-East Asian region with a focus on:
- Tourism & Hospitality
- Import, Distribution & Retail
appletreegroupstructure&performance
Eric MerlinJean-Marc Merlin
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Tourism & Hospitality
Apple Tree Structure
Import & Distribution
Import / Wholesale (Annam)
– Food
– Wine
Retail
– Annam Gourmet Market
– The Warehouse
– New Cho
Franchise
– Yves Rocher
Emeraude Classic Cruises
Exotissimo Group Kamu Lodge
La Résidence Hôtel & Spa
The Press Club
Villa Maly
Nava Mekong
Inle Lake Convent Hotel
Bagan Lodge Myanmar Hotel
Group Performance190
2013
1993 Exotissimo Travel opens in Vietnam and Paris, France
1994 Joint Venture agreement signed with the Association
of Vietnamese Journalists to develop a land plot in downtown Hanoi into the "Press Club”
1995 Exotissimo Myanmar opens
1997 Hanoi Press Club opens providing Grade A office space and western restaurants
2000 Exotissimo Cambodia opens
The first annam store in HCM
2001 Exotissimo Barcelona opens
2002 The Warehouse distribution business established
Exotissimo Laos opens
Press Club JV renegotiated into a 100% foreign owned
company controlled by Apple Tree
Planning for Emeraude completed
2003 Joint Venture agreement signed with Huong Giang Tourism to redevelop an existing hotel into La Residence
Exotissimo Thailand opens
The First Warehouse retail store opens in Saigon
Emeraude built and maiden cruise in December
2004 Annam Gourmet opens first retail location in Saigon
Kamu Lodge, Laos begins development
The Warehouse opens in Hanoi
2005 La Résidence Hotel opens in Hue
Exotissimo opens San Francisco, USA sales office
Kamu Lodge opens in Laos
Annam Gourmet opens in An Phu, Saigon
appletreegrouptimeline
2007 The first Yves Rocher retail store opens in HCMC
The Warehouse opens new retail store in District 5, HCMC
Emeraude Café opens in Halong Bay
Exotissimo Laos is granted the first foreign owned travel license in the country
Exotissimo opens its head operational headquarters in Bangkok
The Prudential Vietnam Fund becomes a minority shareholder to finance the growth of the Group
2008 Annam completes the acquisition of plots of land in HCMC and Danang for the construction of warehousing and logistics units
The Villa Maly boutique hotel opens in Luang Prabang
Annam Gourmet opens two more shops in the West Lake district of Hanoi and in the Saigon South new city centre
Exotissimo opens a new travel agency in 18 Hai Ba Trung and in the Saigon South new city centre
Exotissimo opens Berlin and Melbourne sales offices
Yves Rocher store opens in Hanoi
2009 Exotissimo Indonesia opens in Bali
2010 A Joint-Venture contract is signed with the Casino Group to develop a chain of urban supermarkets in Vietnam: New Cho
The Haagen Dazs distribution contract is signed for Vietnam with General Mills
The flagship Annam Gourmet stores in HCMC are expanded 2011 Exotissimo Japan opens in Tokyo
The first Warehouse store opens in Cambodia
The first 5 units of the New Cho retail chain are opened in HCMC
The 15th Yves Rocher store opens in Vietnam
The Prudential Vietnam Fund sells its minority stake to the founding shareholders
2012 Exotissimo opens in Beijing, China Annam opens in Yangon La Residence becomes MGallery 2013 Bagan Lodge opens
Exotissimo celebrates its 20 years
Yves Rocher opens its 45th outlet in Yangon
New Warehouse shops in HCMC and in Yangon
exotiss
appletreetourism&hospitality
Exotissimo Travel
Started in Vietnam in 1993, Exotissimo Travel has achieved international recognition
as a highly successful destination management company, with inbound and
outbound services. Since its creation, it has developed an extensive network
throughout South-East Asia and has opened offices in Myanmar, Cambodia, Laos,
Thailand, Indonesia, Japan and China. Exotissimo Travel has dedicated sales offices
in France, Spain, Germany, Australia, USA and Great Britain. Exotissimo Travel offers
inbound travel services, MICE and adventure travel.
Business sector: Tourism Year founded: 1993 Number of employees: 700
Countries of operation: Vietnam, Laos, Cambodia, Thailand, Myanmar, Indonesia, Japan, China.
Plus sales offices in France, Spain, Germany, US, Australia and Great Britain.
B2B Sales Offices in France, Spain, Germany, Great Britain, USA, Brazil and Australia
simo travelFrom its pioneering days in newly-opened Vietnam to its current status as a leading
provider of quality destination management services in Asia, Exotissimo has worked
hard to improve its core competencies and deliver genuine value to its partners.
Exotissimo prides itself on being a leader in the experiential travel segment. With
great passion and intricate knowledge of the region, Exotissimo deliver innovative
experiences for today's discerning traveler.
appletreetourism&hospitality
La Residence Hotel & Spa M Gallery
Business sector: Tourism
Year founded: 2003 Number of employees: 200
Location: Hue - Vietnam
La Résidence Hôtel & Spa by Accor is an elegant art décor hotel, formerly
the French governor's residence in the 1920's. Nestled on the banks of
the Perfume River, the hotel features Le Parfum, a fine dining restaurant, a
lobby bar, meeting rooms, a tennis court, a luxury spa and a large outdoor
swimming pool at river height giving the illusion of merging into the
Perfume River.
Its incredible location overlooking the Citadel and the Perfume River gives
the hotel its uniqueness embracing total serene tranquility.
Business sector: Tourism
Year founded: 2003 Number of employees: 200
Location: Hue - Vietnam
Business sector: Tourism
Year founded: 1994 Number of employees: 120
Country of operation: Hanoi - Vietnam
The Press Club
The Hanoi Press Club is an impressive six-storey property with interiors
reminiscent of Hanoi in the prospering 1920’s. The bold Indochine modern
design and stunning central location facing to the Hanoi Opera House and the
Metropole Hotel are the draw cards for this unique place.
Within The Press Club, The Restaurant offers a fine dining experience, while
the large elegant ballroom and function rooms can be configured to suit all
banqueting needs.
appletreetourism&hospitality
Emeraude Classic Cruises
On the calm waters of Halong Bay, Apple Tree has launched a magnificent ship
named Emeraude, modelled in the tradition of the grand old single-wheeled
paddle steamers of the colonial era. The original Emeraude was one of the
flotillas owned by the Roque family who left Bordeaux in 1858 in search of fame
and fortune. The fleet cruised along Indochina's waterways and Halong Bay
until 1937. One of the great natural wonders of the world and a UNESCO World
Heritage Site, Halong Bay is only fully appreciated while meandering among the
islands and inlets.
Designed with 37 luxurious cabins, two of which are suites, the 55-metre
vessel is equipped with world-class standards of comfort and safety to make
this one-night cruise a unique experience.
Business sector: Tourism
Year founded: 2003 Number of employees: 90
Country of operation: Halong bay - Vietnam
Villa Maly
Located in the heart of the UNESCO Heritage city of Luang Prabang in Laos,
Villa Maly is conveniently situated within walking distance of the main historical
attractions and places of interest. With an original blend of French colonial
furnishings mixed with charming Laos architectural detailing creates an ambiance of
staying in a luxury private villa.
The central building was formerly a private residence of nobility, with its original
splendour derived from the 1920’s, evocative of the past French influence. There are
five low rise buildings housing 33 rooms and suites, all with views overlooking the
garden and splendid swimming pool.
Kamu Lodge
Kamu Lodge is an authentic eco-lodge o n the banks
of the Mekong just three hours upstream from
Luang Prabang. This unique eco-friendly concept in
Laos offers 20 comfortable tents with electricity and
private bathrooms.
The experience offers many activities, including rice
planting and harvesting, learning the Lao method of
fishing and other traditional activities.
Business sector: Tourism
Year founded: 2008 Number of employees: 50
Country of operation: Luang Prabang - Laos
Business sector: Tourism
Year founded: 2005 Number of employees: 20
Country of operation: Luang Prabang - Laos
appletreetourism&hospitality
Bagan Lodge
Perched on the edge of an archaeological wonderland, 85 room Bagan Lodge is
gateway to some of the world's most magnificent temples and pagodas. The rooms
and suites evoke the romance of a storied expedition, albeit in posh, air-conditioned
comfort. The restaurant and bars are fuel to the fire of local adventure, and our
swimming pool and spa are an oasis any time of day.
Business sector: Tourism
Year founded: 2013 Number of employees: 145
Country of operation: Bagan - Myanmar
Nava Mekong
The first dining cruise on the Mekong in Luang Prabang, the Nava Mekong offers
passengers a leisurely lunch cruise or sunset dinner cruise. As you leave the peninsula of
Luang Prabang behind you, witness rural life and peaceful sceneries on the banks of the
river as you cruise upstream.
Both cruises feature a delicious menu of traditional Lao fare, served by staff in authentic
dress. The Lunch cruise travels as far as Pak Ou Caves, where passengers can marvel at
more that 5000 Buddha statues. Guests of the dinner cruise enjoy the sunset and live
entertainment provided by local villagers who dance in traditional costume to Lao music.
Business sector: Tourism
Year founded: 2009 Number of employees: 8
Country of operation: Luang Prabang - Laos
Business sector: Tourism
Year founded: 2014 Number of employees: xx
Country of operation: Myanmar
Sanctum Inle Resort
The Resort rests on the eastern shore of Inle Lake within the
blue treetop ranges of the Shan Hills. Just a 20 minutes boat
ride from the town of Nyaung Shwe, the Resort is a perfect
base from which to explore the wonders of Inle Lake and
the surrounding region. The lake's top resort offers guests a
secluded retreat with 80 comfortable rooms built along the
shallow waters of the shoreline. The Sanctum Inle Resort
blends harmoniously with its surroundings and offers guests
the best in modern comforts, professional service, and a
truly unforgettable visit.
annam
appletreeimportdistribution&retail
Annam Fine Food
Annam Fine Food is a wholesale exclusive importer and distributor of high-
end food and wine labels in Indochina. Among other brands, Annam Fine Food
provides Barilla, Tabasco, Pepperidge Farm cookies, Kettle Chips, McCormick,
Saupiquet and Teisseire.
For beverages, Annam is the exclusive distributor of Georges Duboeuf, Baron
Philippe de Rothschild, Chapoutier, Antinori, Joseph Drouhin, Perrier, Teisseire,
Roederer, Tree Top, Duvel, Leffe and Yalumba.
Business sector: Import & Distribution
Year founded: 2004 Number of employees: 654
Countries of operation: Vietnam, Cambodia, Laos and Myanmar.
Annam Fine Food’s main depot center is in Cat Lai, Ho
Chi Minh City, with 4,000 sqm, handling the storage and
distribution of its 7,000 skus all over Vietnam and neighboring
countries Laos, Cambodia and Myanmar.
There are also two distribution platforms in the Northern
and Central area of Vietnam to ensure timely distribution.
The main distribution center in HCMC and that of Hanoi can
accommodate products with storage requirement from 4C
to room temperature which are sufficient for cheese, ham,
wine, chocolates, and biscuits.
Business sector: Retail
Year founded: 2004 Number of employees: 144, 4 shops
Country of operation: Vietnam
Business sector: Import & Distribution
Year founded: 2004 Number of employees: 654
Countries of operation: Vietnam, Cambodia, Laos and Myanmar.
Annam Gourmet Market
Stylish and exclusive, these retail stores offer connoisseurs the finest Asian and
Western delicacies, including cheese, meat, coffee, cereals, organic fruit and
vegetables, wines and beers, as well as luxury brand Fauchon®. The in-store deli
serves tasty baguette rolls, sandwiches and salads in a comfortable lounge area.
The Company is constantly looking for new business partners around the
world, sourcing high quality products to introduce to the Asian market.
appletreeimportdistribution&retail
Yves Rocher
Business sector: Import & Distribution
Year founded: 2010 Number of employees: 278, 46 shops
Country of operation: Vietnam, Cambodia, Laos & Myanmar
Yves Rocher is the world leader in botanical beauty care, with over 30 million clients
and 1,600 beauty centers worldwide, built up over the last 50 years. Located across
five continents, Vietnam is the fifth country representing the brand in Asia. Products
are made from natural and active ingredients, which offer every woman a solution at
an affordable price.
Our professionals receive ongoing training which allows them to provide up-to-date
expert advice on which treatments are best suited to each individual customer.
New Cho
Business sector: Import & Distribution
Year founded: 2002 Number of employees: 107, 7 shops
Country of operation: Vietnam, Cambodia, Myanmar
The Warehouse
The Warehouse is the pre-eminent wine merchant in Vietnam, offering a comprehensive
portfolio of the world’s most renowned wine brands.
Wines are sourced from both the old and new worlds and represent the very best
productions from the greatest regions. They are shipped and stored with care to ensure
they are presented in ideal condition for immediate consumption or for further cellaring.
A comprehensive catalog of best sellers and special offers is issued several times a year.
The Warehouse also offers a first-class range of spirits, wine accessories, glassware,
refrigeration and the latest wine related books and magazines.
In 2011 Apple Tree Group and its joint venture partner
launched a new urban supermarket brand, New Cho. With
a focus on fresh products, New Cho offers consumers a
modern and convenient shopping experience.
The Group has already opened 7 stores in Ho Chi Minh City
and has aspirations to expand to around 20 stores within
2012/2013.
Business sector: Retail
Year founded: 2011 Number of employees: 80
Country of Operation: Vietnam
18 Hai Ba Trung District 1 Ho Chi Minh City Vietnam Tel: +84 (8) 823 5800Fax: +84 (8) 823 5801
www.appletree-asia.com