MADISON, Wis. – Tantalizing to the eye and irresistible to taste buds, the VOM FASS and Crescendo retail experiences are catching on fast in America, just like they did in more than 270 shops in Europe and around the world.
The internationally acclaimed “from the cask” [the English translation of VOM FASS] oil, vinegar, spirits and wine retail concept — where every in-shop product is ready for sampling in filled-to-the-brim barrels, cask pyramids, glass balloons and vinegar and oil crocks that create an eye-popping tease — is exceeding expectations in its American franchising efforts.
Today, the sister brands — with the lone differentiator being that Crescendo offers a line of world-class spices in place of spirits and wine — announced a large-scale franchise initiative that will dramatically increase its presence here in the United States.
Focused franchise growth plans for the remainder of 2013 and into next year forecasts expanding in key U.S. markets, including Milwaukee, Chicago, Kansas City and Omaha. Plans are in place to open new locations in Sedona, Ariz., Indianapolis and San Francisco, with momentum building after a recently signed five-shop deal in Minneapolis.
“We’re at an incredibly interesting and exciting turning point in the evolution of VOM FASS and Crescendo,” said Justin Gibson, president of Madison, Wis.-based VOM FASS and Crescendo USA. “What’s extremely encouraging is the incredible success our American shops are already having.”
VOM FASS and Crescendo have spread like wildfire across Europe since the launch of the first German-based VOM FASS less than twenty years ago. Since then, more than 270 franchise locations have opened worldwide and the brand has won numerous accolades, including Franchise of Year in Germany in 2010 and 2012.
“Consumers crave a full-service retail experience that sweeps them off their feet. We do that at VOM FASS and Crescendo — we hold an unwavering commitment to create an environment where people are enlightened, leave amazed and go back to their communities raving about our shops,” Gibson added. “We appreciate the underlying needs of all our customers at VOM FASS and Crescendo. Our concept has been described as ‘customer-theater’ because we allow every guest to sample everything in the shop, which makes us completely unique.”
Only recently did VOM FASS and Crescendo enter the U.S. market. In 2007, Madison, Wis., resident Justin Gibson, a then-economics student studying in Germany, entered a VOM FASS shop and fell in love at first taste. The bountiful assortment of extra-virgin olive oils, delectable fruit vinegars made by artisan producers across Europe and exclusive collection of barreled-spirits entranced him. When he found out about the franchise opportunity, he moved swiftly, alongside his father and business partner David Gibson, to become master developers in the United States.
By selling hand-selected imported European oils, vinegars and spirits and offering an educationally flavorful environment for customers, VOM FASS and Crescendo USA has eclipsed its projected growth this year, on pace to open as many as a dozen more units nationwide. The Gibsons are finding savvy franchise investors and operators to bring the unique retail experience nationwide, from Austin, Texas, to Westlake Village, Calif., to Jackson Hole, Wy. In just a few short years of franchising, the concept has spread among husband-wife teams and partners seeking a hands-on retail venture that encourages local community ties and embraces a distinct shopping experience.
“We’re cultivating a diverse group of franchisees who take the VOM FASS and Crescendo concept to heart and become excellent shop owners in a very short time,” Justin Gibson said. “These are self-motivated, smart people who are entrepreneurial and ambitious. They excel in our thorough product-training program that provides them a knowledge base to interact with customers in an educational, yet intimate manner. Communities are falling in love with this concept.”
VOM FASS and Crescendo franchise shops are independently owned and operated. Entrepreneurially spirited individuals interested in owning a VOM FASS or Crescendo franchise need between $250,000 to $300,000 in working capital, plus $32,000 for the franchise fee for VOM FASS or $29,000 for Crescendo.
About VOM FASS and Crescendo USA
VOM FASS and Crescendo USA is a high-end retail franchise that offers a unique ‘from the cask’ customer experience, serving hand-selected imported European oils, vinegars and spirits. By focusing on developing and maintaining local, trust-based relationships with its customers, VOM FASS and Crescendo USA creates an unforgettable retail experience in every community it enters, offering an assortment of cooking classes and spirit tasting events to educate and provide customers with knowledge to take home. With eight locations operating today, plans call for an exponential increase of the U.S. franchise base, which will add to the more than 270 VOM FASS and Crescendo locations worldwide. For more information, please visit www.VOMFASSUSA.com.