Franchise partner NDS Group will seek to establish retail partnerships and direct-to-consumer channels in Dubai before expanding the premium drinking chocolate and coffee chain across the Middle East
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The interior of Knoops’ City Centre Mirdif store in Dubai | Photo credit: Knoops
UK-based premium drinking chocolate and coffee chain Knoops has made its international debut with a store at Dubai’s City Centre Mirdif shopping centre.
Knoops’ joint venture partner NDS Group will also initiate and scale retail partnerships and direct-to-consumer channels for the brand in the UAE in a bid to replicate the success of the chain’s multi-channel approach in the UK.
Knoops currently operates 22 stores in the UK alongside a direct-to-customer e-commerce site and has distribution partnerships with premium retailers Harrods, Selfridges and Whole Foods. If successful, Knoops will partner with new franchisees to scale its concept across the wider Middle East.
“Embedding Knoops across the whole Middle East and introducing the region to the rituals of drinking chocolate has been carefully planned, beginning with the first UAE store. The City Centre Mirdif is the perfect place to launch in this important market,” said William Gordon-Harris, CEO, Knoops.
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In March 2024, Gordon-Harris unveiled plans to ‘build a billion-dollar brand’ and set a goal to reach 3,000 Knoops stores globally by 2030. Alongside expansion in the Middle East, Knoops is also in negotiations to open stores in the US and China.
The premium drinking chocolate and coffee chain raised £8.3m ($10.4m) in November 2023 to support its ambitious growth plans and appointed Pret A Manger founder Julian Metcalfe and former Sanctuary Spa CEO Alice Avis as Non-Executive Directors in August 2024.