The expansion of the worldwide distribution of LINDT products via own storenetwork is probably one of the company’s most outstanding achievements in the past two decades. Since its establishment in 2009, Global Retail Division become an important contributory factor to the success of the company.
The aim of geographical expansion was to gradually strengthen Lindt’s presence with its own sales strategy in urban areas, for example in the central retail strips of major conurbations.
The global network of own shops with more than 300 Lindt & Sprüngli owned shops worldwide, including 25 Ghirardelli Ice Cream and Chocolate Shops and almost 40 Russell Stover stores, by now accounts for about 10 percent of total Group sales. In the past five years, global presence of own point of sales has been successfully driven forward through different store concepts, designed with a clear signature to boost brand values and to foster the positioning of Lindt & Sprüngli as a leader in the premium chocolate segment. The network is divided into six different concepts which differ in terms of location and product offering, but also complement each other admirably. The Chocolate Cafés and Chocolate Boutiques have proved a successful way of accessing new markets as they convey the images of the LINDT brand particularly well. All the retail outlets incorporate a uniform shop design which reflects the brand`s premiumness, quality commitment, Swiss tradition and can be recognized by consumers all over the world. When they walk into the shop, customers are immediately transported into the world of the LINDT Master Chocolatiers. The overall target is to provide a unique shopping experience to the visitors, to present the comprehensive product assortment in a privileged ambiance, and to be able to offer circumstantial advice in order to obtain a strong emotional loyalty towards the Lindt brand.