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Godiva’s new 70sq m boutique in Guam was designed in keeping with the Belgian chocolatier’s Modern Allure concept and includes a Chocolixir drinks area, a chocolate dipping station and an indoor seating area |
GUAM. Godiva Chocolatier has opened a 70sq m boutique with DFS Group at the travel retailer’s The Point Shop at Comete Mall in Guam.
Godiva has partnered closely with DFS for many years to build a successful business in Guam, with the Belgian chocolatier supplying pre-packed chocolate boxes to DFS’s airport and downtown shops.
The new outlet will provide customers with a complete chocolate experience and is the first full-service boutique in the chocolatier’s global travel retail network.
The store design follows Godiva’s latest Modern Allure theme, featuring a display case of bulk chocolates, the full range of pre-packaged chocolates and gourmet items, a Chocolixir drinks area, and a chocolate dipping station for freshly dipped fruits and other confections. Additionally, indoor seating enables customers to relax and enjoy their chocolates and Chocolixir drinks.
The shop-in-shop system is an integral part of Godiva’s strategy for business development in international travel retail, the company said. Over the past few years, the premium chocolate category has seen a significant increase in terms of sales, and consequently airport retailers are seeking new ways to enhance the consumers’ shopping experiences, it added.
Godiva has been a popular brand in Guam for many years with both the local community and the one million Japanese tourists who visit the island every year.
“The opening of the new Godiva boutique is a strategic milestone and will further enhance our brand awareness and product exposure on the island,” said Godiva Regional Travel Retail Director Asia Pacific C.S. Lam.
“Additionally we are also using the opportunity to launch our Chocolixir drinks in Guam which we are confident will prove to be a different and popular refreshing choice and will further improve our self-treat and drinks business. This is the newest location for the roll-out of our beverage offer in travel retail which we will extend further in coming months.”
Lam added: “DFS Guam is a very professional team and we have enjoyed excellent communication during the whole project.”
The official opening takes place in October 2008 and will be supported in September and October with events to promote the launch.
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The new outlet will provide a complete chocolate experience and is Godiva’s first full-service boutique in travel retail | |
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