Belgian chocolatier Godiva has its sights set on travel retail expansion through new collections and the rapid extension of its network of Godiva Cafés.
As reported, Godiva plans to increase its Godiva Cafés network fivefold by 2024. It will open its first two airport Cafés in Asia, at the new Beijing Daxing International Airport in September.
The Godiva boutique at Taiwan Taoyuan Airport Terminal 2 is due to be revamped in June, along with the store at ‘The Point’ in Guam in July.
Godiva Channel Marketing Director Leen Baeten underlined the brand’s ambitious growth plans.
“Besides a continuously updated and refreshed portfolio of chocolate gifting items, a key element of this growth will be the opening of 2,000 Godiva Cafés around the world,” he said.
The shops will offer a range of refreshments, ice cream, chocolate treats and snacking items, including Godiva’s Croiffles and Belgian Liege Waffles.
“Asia Pacific is a priority market for us so we are delighted to be opening our first two airport F&B Cafés in Beijing in the coming months,” Baeten added.
Godiva will launch a 2019 Holiday Collection and the 2020 Chinese New Year Collection at next month’s TFWA Asia Pacific Exhibition (Basement 2 E2). Other 2019 initiatives include the roll-out of Godiva Chocolate Domes and the introduction of the Godiva Carnival Collection.
The 2019 Holiday Collection was inspired by the traditional Bundt Cake, with box designs featuring a Christmas market carousel and the work of Swedish designer Lotta Kulhorn.
The carousel has been reinterpreted as a circular gift box for the ten-piece Godiva Chocolate Domes. The line-up also includes Carrés Pouch, a Christmas Tree-shaped assortment box, Advent Calendar, Truffles Gift Box and the Godiva Bundt Cake assortment.
The Godiva Chinese New Year 2020 range is presented in red and gold gift boxes, with Chinese zodiac Rat-inspired designs.
Godiva Chocolate Domes are presented in a 28-piece blue gift box with metallic gold accents and a new limited-edition Godiva Chocolate Carnival gift box contains 18 chocolates.
