Introduction: As Godiva enters its centennial year in 2026, the Belgian chocolatier is beginning a decisive new chapter. Under the leadership of President Steve Lesnard, the brand has embarked on a comprehensive reset that looks beyond aesthetics to redefine how Godiva is represented culturally, commercially and experientially for the next generation of consumers.
In this interview, Lesnard outlines how the transformation balances reverence for Godiva’s 100-year heritage with a sharpened focus on modern relevance, premium positioning and lifestyle-led storytelling.
From the reimagining of flagship products, to the evolution of retail and digital touchpoints, the reset signals an ambition to elevate craftsmanship while expanding global reach.
Travel retail emerges as a critical stage in this strategy. Lesnard discusses how immersive retail theatre, travel retail exclusives and tailored gifting formats will play a central role in reintroducing Godiva to international travellers, striking a careful balance between exclusivity and accessibility.
Looking beyond the centennial celebrations, Lesnard also shares how continuous innovation, omnichannel execution and culturally resonant partnerships will sustain momentum, ensuring the brand reset is a long-term evolution of Godiva as a modern premium lifestyle brand.
The Moodie Davitt Report: What was the core motivation behind Godiva’s brand reset ahead of its centennial year?
Steve Lesnard: Our reset is about honouring Godiva’s 100-year heritage while reimagining the brand for a new generation. Consumers today expect authenticity paired with modern relevance, and this transformation allows us to deliver both. It’s a confident step into the future, expressed through a refined identity and campaign.
As with everything we do on Godiva, the brand reset starts with our chocolate and creating the best experiences possible for consumers.
How does this transformation go beyond visual identity and what does it signal strategically for the brand’s direction?
This brand reset marks a reimagining of how we show up in the world through the lens of craft, creativity and cultural connection. We have reimagined our range with new designs, new flavours, new recipes and storytelling that celebrates our heritage and elevates our craftsmanship. All this while elevating retail and digital experiences.
Strategically, it signals our ambition to strengthen Godiva’s premium positioning, expand our global footprint and evolve into a modern premium lifestyle brand while staying true to who we are: a brand that’s always invented new ways to create irresistible chocolate experiences.
Two hero lines – the Gold Collection and Truffles Collection – are at the centre of the reset. What did reimagining them look like from concept to creation?
Reimagining these icons was a year-long journey of innovation and artistry. We blended new designs, flavours and recipes with Godiva’s hallmark craftsmanship to create refreshed expressions of our most iconic collections. The goal was to elevate the recipes, flavour and packaging while preserving timeless cues, like the signature gold and meticulous artistry, that define our brand.
The new brand campaign introduces a modern narrative – how do these partnerships reflect Godiva’s evolution as a lifestyle brand?
Godiva is more than a chocolatier – it’s a symbol of artistry and indulgence. By embracing partnerships that celebrate confidence, sophistication and creativity, we’re aligning with ambitious, style-conscious consumers who see chocolate as part of their lifestyle.
This evolution reflects our shift toward being a lifestyle brand that resonates culturally as well as gastronomically.
What kinds of retail theatre or immersive storytelling can travellers expect to see in airports following this relaunch?
Our mission is to craft irresistible chocolate experiences and travel retail gives us a global stage to bring that vision to life. We are bringing our new global campaigns into the channel, as well as unveiling exciting new campaigns for our travel retail exclusives, ensuring consistency across markets while showcasing our latest innovations.
A key highlight is our new wall bay concept, debuting in Orlando, Dubai and the Maldives. This striking design celebrates our iconic Gold Collection and reflects our refreshed brand identity – with an updated logo, brand colours and visual assets – transforming retail spaces into immersive showcases of Belgian heritage and craftsmanship.
Are there plans to roll out retail concepts, packaging or gifting formats tailored specifically for the channel?
Absolutely, we see the power of the channel in creating Godiva brand experiences for consumers at scale. As part of our plans for travel retail, we will have channel exclusives which will offer exciting differentiation.
One launch, coming soon, will include connected packaging to give consumers the opportunity to explore what’s in the box as if they were in our own store. We’re really excited to push the boundaries of innovation in this channel.
How do you see the balance between exclusivity and accessibility in travel retail, especially as you reintroduce Godiva to a new generation of travellers?
Our strategy is to maintain premium positioning while increasing relevance and accessibility. We’re offering everyday indulgence formats alongside more elevated gifting collections. Exclusivity comes from our craftsmanship and heritage, while accessibility is achieved through diversified formats and price points that appeal to younger, global travellers.
How do you plan to sustain the momentum of the brand reset beyond the centennial celebrations?
We’re focused on embedding Godiva as the ultimate premium chocolate brand well beyond the centennial milestone through:
- Continuous innovation – we’ve reimagined our iconic chocolate ranges but Godiva’s obsessive creativity constantly drives us to push the boundaries of chocolate experience
- Omni-channel execution – building meaningful presence across retail and digital platforms; for example, our first reimagined store has just opened in Shanghai with fantastic feedback
- Impactful partnerships and influencer strategies to remain culturally relevant
Together, these actions ensure the reset is not just a celebration, but a long-term evolution of the brand. ✈
