London-based Hotel Chocolat quietly moved into the American market last year, taking an “under the radar” approach to launching its brand online. But the high end chocolatier will raise its profile significantly this fall, when it debuts its first U.S. retail store in Boston.
The launch will be promoted with a mix of PR and relationship-building events marketing. For example, says Nicki Doggart, COO, since Hotel Chocolat is more “fashion forward” in design and packaging than many mainstream brands, the company will partner with the Boston School of Design and Boston Fashion Week to boost brand awareness. “We want to become known within our target demographic by sponsoring charity events they would participate in, and becoming involved with organizations that have a synergy with the brand,” she notes.
In the run-up to the holidays, direct mail and targeted local print will be utilized. In the U.K., the company operates an online operation as well as a print catalog, 32 retail stores and a membership club.
“Boston was picked for the launch because it is a very European city,” notes Doggart. “Our target demographic is quite cosmopolitan, concerned with where their food comes from and willing to pay extra to make sure it’s ethically sound and made only with the good stuff.“
Indeed, how the product is sourced and made is the major thrust of the company’s brand proposition, and why Doggart thinks there is room on America’s already crowded high-end chocolate counter for Hotel Chocolat. She stresses that the brand prides itself on the candy having “no nasties,” meaning only premium ingredients with less sugar and more cocoa. Hotel Chocolat grows its own cocoa at the company’s Rabot Estate in St. Lucia. (And yes, the company is planning to build an actual hotel on St. Lucia.)
“When I got into the chocolate business I found that there are a lot of chocolate companies that take themselves way too seriously,” she says. “Chocolate is fun, chocolate makes people feel good. We have kind of a British wit and a fun, edgy brand. We think there’s an opportunity in the market for us.”
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