Famed for its chocolate waterfall, Venchi eyes US retail expansion

We caught up with the CEO of Venchi, Daniele Ferrero, to get his thoughts and perspectives on what the brand is doing in the United States. One thing is for certain, the brand is not resting on its laurels, as the US is a key market for the brand going forward.

The post Famed for its chocolate waterfall, Venchi eyes US retail expansion appeared first on Inside Retail.

In 1878, Silviano Venchi, a 20-year-old from Turin and bonafide chocolate aficionado, spent all his savings on two bronze cauldrons and began to experiment with chocolate-making. 

Today, the passion, meticulous care and courage that Silviano brought to his experiments are still hallmarks of the Venchi brand. Its best-selling products, such as ‘gianduiotto’, a type of chocolate originally from Piedmont, truffles, and gelato, as well as proprietary creations like Chocoviar and Suprema spread, are all made with pure and natural ingredients.

With more than 140 years of history, and more than 350 chocolate recipes and 90 gelato flavours on offer, the brand operates over 135 stores in key global cities, including London, Berlin, Hong Kong, Shanghai, Dubai, Tokyo, and New York, where the brand constructed the biggest chocolate waterfall of all time.  

The US expansion story

“In 2018, we opened our first ‘Chocogelateria’ in New York in Union Square, featuring our famous chocolate waterfall. Since then, we have successfully opened six more stores in the New York area,” Daniele Ferrero, CEO of Venchi, told Inside Retail.

He said the brand has been encouraged by the warm welcome, and is excited to bring its chocolate and gelato to more people across the US. Venchi will reportedly open six new stores in the US this year, including three locations at Simon properties, and another three at Unibail-Rodamco-Westfield malls.

Ferrero explained that the brand went to great lengths to select the right mall locations for the new stores.

“We carefully select A+ mall locations in key geographies where customers are inclined to indulge in a treat or share moments of joy with their loved ones by enjoying our chocolate and gelato, which are impulse-driven products,” he added.

Set to open in Westfield Valley Fair in Santa Clara, California, the brand’s first store on the West Coast will feature a chocolate waterfall, similar to the one in the brand’s New York store.

“Our chocolate waterfall is a symbolic representation of our love and passion for chocolate, bringing delight to all who step into our store. It has become an iconic fixture of our boutique stores, just like our colourful gelato cones,” he said.

Carving out a niche

Venchi certainly has its work cut out to differentiate itself from other chocolate and gelato brands that have already made their mark in the US market,  but Ferrero is unfazed.

“We believe we are the finest interpreters and ambassadors of Italian chocolate and gelato, made only with wholesome ingredients following the principles of the Mediterranean diet. Our products, combined with the unique experience our customers enjoy in our stores, sets us apart from other brands,” he stressed.

Ferrero went on to say that American consumers primarily seek freshness and quality, while also desiring novelty and variety. He said the brand strives to achieve a perfect balance between indulgence and authenticity in its recipes. 

“For this reason, our gelato is freshly made every day using carefully selected and natural ingredients, such as fresh local fruit and milk, Piedmont hazelnuts, green pistachios from [the] Bronte [region], and, of course, our chocolate,” he elaborated.

He added that when it comes to chocolates, customers can choose from over 50 varieties to create their own mix.

Consistency is key

According to Ferrero, the brand offers a consistent range of chocolate products and flavours across all of its locations.

“We bring our authentic Italian chocolate and gelato to the world, and our commitment to wholesome ingredients and gluten-free chocolate is a core aspect of our brand. Additionally, we offer a wide array of vegan-friendly options to cater to the diverse preferences of our customers,” he added.

Ferrero said that the brand’s gelato is freshly made every day in each store by skilled gelatieri, while the chocolate is produced and shipped from Italy in small batches to preserve its freshness. 

To preserve the freshness and quality of its chocolate on the shelf, while keeping its taste and flavours intact, the brand has created an innovative active coating for its bars and chocolates, while maintaining the recyclability properties of the packaging.

“The US market is definitely a key market in our category and since we want to reach all our potential customers around the world, it will be a significant part of our overall growth strategy which also includes EMEA and APAC regions,” he concluded.

The post Famed for its chocolate waterfall, Venchi eyes US retail expansion appeared first on Inside Retail.