Ambitious plans are being put forward by Hotel Chocolat to expand its retail presence in the US, with three new locations in Salt Lake City, Long Beach and Alexandria this autumn, reports Neill Barston.
The UK premium chocolatier, which is now under the Mars portfolio, has made a strong strategic pivot to revive its Stateside operations, after the business had closed its retail stores four years ago amid challenging economic conditions.
However, with renewed financial support, and an enhanced portfolio of products, the business has returned to the market invigorated with a fresh sense of purpose, as its co-founder and president, Angus Thirlwell, recently explained to Confectionery Production.
The company recently successfully exhibited at Sweets & Snacks Expo in Las Vegas, which offered a strong boost to the business, as it begins to push forward in North America once more.
As the company confirmed to our title, its new outlets opening imminently will include stores at Fashion Place in Salt Lake City, Utah; 2ND & PCH in Long Beach, California; and King Street in Alexandria, Virginia.
This will be backed by enhanced retail distribution with partnerships forged with Wegmans, H-E-B, and Kroger and expand its reach within major U.S. airports through a partnership with Paradies Lagardère.
Online channel growth
In addition, as the business noted, the growth of its physical stores is also aligned with an increasingly accessible ecommerce experience for Hotel Chocolat that allows the brand to reach even more online shoppers.
Along with its prominent direct-to-consumer website, it has also grown its presence on TikTok Shop and Amazon via dedicated, branded storefronts that bring an enhanced product portfolio directly to millions of existing customers, making everyday discovery and gifting seamless.
Kelly Goering, General Manager of Hotel Chocolat US, commented: “Hotel Chocolat is moving to our next phase of growth in the U.S. By opening stores in three distinctive new markets across the country, expanding through leading retail and travel partners, and enhancing our ecommerce offerings, we are creating more ways for more customers to discover and enjoy all of our inventive chocolate options.
“We are growing thoughtfully – selecting the right markets, locations and partners while preserving the creativity, quality and sense of wonder that define the Hotel Chocolat experience.”
Notably, as the business added, each of its fresh stores will bring it to a setting that reflects the character of its surrounding community, taking lessons from the brand’s thoughtful expansion and success across its six Chicago-area locations.
The Salt Lake City store will be located within Fashion Place, one of Utah’s premier shopping destinations. In Long Beach, Hotel Chocolat will join the shops and restaurants of 2ND & PCH, a vibrant open-air destination along the Southern California coast. The Alexandria, Virginia, store will bring the brand to historic King Street, known for its distinctive mix of independent shops, restaurants and cultural attractions.
Some of the key features of the new stores include signature elements led by the tally of more than 100 recipes in its Hotel Chocolat “Wall of Chocolate,” with flavors ranging from tipsy Salted Espresso Martini, dreamy Tiramisu, and fruity Raspberry & Pistachio Chocolate.
The sites will also feature its Christmas and Holiday collection, featuring Hotel Chocolat’s signature Grand Wreath Box, that’s packed in a striking, circular red box with an inner-lid menu of treats; whimsical stocking stuffers like The Sleigh Team, A Dozen Gingerbread Men, and Portly Penguins; and a variety of Advent Calendars like The Advent Calendar for Two, which features two identical mini truffles in a variety of flavors behind each door.
In addition, there will also be boxed chocolate gifting options that can be personalised for every occasion – from Happy Birthday, Thank You, Congratulations, to Just Because – in signature flavor profiles like the Milk Devotee 29 Pack, Patisserie Dreamer 27 Pack, Serious Dark Fix 29 Pack and many more, adding to its offerings.
Finally, each outlet will also offer its established Velvetiser Cafés, serving the brand’s hot and cold drinking chocolate options in over eighteen delicious flavors like Salted Caramel, Mint, and Coconut-White, backed by its wall of Velvetiser, where visitors can explore their favourite flavours.
