Two thirds of Lindt’s retail stores will be closing as reported in the New York Times. This means 50 stores will be closing. I was surprised to hear this but I guess the economic downturn has affected everything including, dare I say, chocolate?
Looking into this further, I think this may also have something to do with positioning themselves as a premium chocolate brand with these standalone stores in locations like New York’s, 5th Avenue. I’ve visited one of their stores when I was in Boston and it was really nicely designed but didn’t appear to have exclusive Lindt products. Their chocolates were also more expensive at their own stores than in their distribution partners stores.
Now you can find Lindt products in every corner store including discount outlets and retailers like WalMart and Costco. By doing this they have increased distribution and sales but may have eroded the brand. I don’t mind Lindt chocolates and have purchased their truffles as stocking stuffers at holiday season but I’ve never thought of them as premium chocolate.
If you can purchase their product for less at your local corner drug store, why would you go to their own retail location and pay more for the same product? The good news is that Lindt should remain as strong as ever and you will still be able to find your Lindt chocolate, including their famous Gold Bunny for Easter, just about everywhere.
{ 4 comments… read them below or add one }
Thanks for reminding me to stock up my easter basket.
Easter’s just around the corner! Bunny, you know where to find me.
Sofia Raj Chocolates are one of the most delicious chocolates. Not only its
presentation is great, but also when you eat them they just melt in your mouth.
The signature chocolate of Sofia Raj has four fillings of chocolate i.e.,
strawberry, white, dark, milk chocolate and topped up with pistacchu.
Sofia Raj chocolates comes in various varities - bars and boxed primiarly are the
main forte.
I’m glad you enjoy your chocolates. All the best!