Keurig debuts store at the Burlington Mall

Customers shop at the newly opened Keurig retail store Burlington, Massachusetts November 8, 2013. REUTERS/Brian Snyder (UNITED STATES - Tags: BUSINESS LOGO FOOD)
Customers shopped at the newly opened Keurig retail store in Burlington on Nov. 8.
Brian Snyder REUTERS

Keurig, the king of single-serve home coffee brewing, debuts its first ever retail store at the Burlington Mall on Friday.

The new flagship location sells 190 different varieties of K-Cups and Vue packs, the largest collection of Keurig coffee available in stores, and all seven of the brand’s single-cup brewers.

A “pick a pack” display wall of individual cups allows customers to create their own personalized 3, 6, of 12-cup packs of coffee from any of the blends.

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“It’s something you can’t do anywhere else,” said Rick Slade, who designed the store as creative director of Green Mountain Coffee Roasters Inc., which owns Keurig. “We wanted to make it easier for people to try something new.”

The store represents a unique sales opportunity Green Mountain, which has traditionally sold Keurig products through other retailers and on its own website. Executives of the Waterbury, Vt., company said they created the store to act as a lab to test new products and get direct feedback from customers.

“It’s not really about becoming a retailer,” said Mark Wood, senior vice president of Green Mountain. “It’s the exact opposite. We’re using the retail environment to interact with out customers and take what we learn back to our retail partners.”

An official ribbon-cutting ceremony will begin five minutes before the store opens at 10 a.m. The company is celebrating the occasion by giving the first 100 customers a free brewer.