First European M&M's store opens in London

M&M's, one of the world's favourite non-Belgian chocolate brands, has opened its first European flagship store in the Leicester square area in the centre of London. If the new store, in the old Swiss Centre Building, is as successful as the three that already exist in the US, it might well become one of the major tourist attractions in London.
 

All colours and smells... and merchandise

The new store is 3250m² big and holds all the treats you would it expect to: The wall of Chocolate (M&M's in 22 different colours of which you can pick your own combination), the smell of chocolate, the typically American overload of merchandising (like M&M's clothing or jewellery)... and a tiny bit of “couleur locale”: the entrance is a Routemaster: the typical London double-decker bus.

While new in Europe, the M&M's stores have been a tremendous success in the US. Every year, over 10 million people visit the M&M's worlds in New York, Orlando or Las Vegas. The aim for London is 4 to 5 million visitors a year. To achieve this goal, the 170 employees will open the store from 10AM to midnight (or noon to 6 in the evening on Sundays).

M&M's is a worldwide brand that sells in over 100 different countries and is worth 2.75 billion dollar (1.9 billion euro), making it the largest candy brand in the world. It is owned by the New Jersey based Mars Retail Group, who will probably spread the concept to other European capital if the London store proves successful.

M&M's, one of the world's favourite non-Belgian chocolate brands, has opened its first European flagship store in the Leicester square area in the centre of London. If the new store, in the old Swiss Centre Building, is as successful as the three that already exist in the US, it might well become one of the major tourist attractions in London.
 

All colours and smells... and merchandise

The new store is 3250m² big and holds all the treats you would it expect to: The wall of Chocolate (M&M's in 22 different colours of which you can pick your own combination), the smell of chocolate, the typically American overload of merchandising (like M&M's clothing or jewellery)... and a tiny bit of “couleur locale”: the entrance is a Routemaster: the typical London double-decker bus.

While new in Europe, the M&M's stores have been a tremendous success in the US. Every year, over 10 million people visit the M&M's worlds in New York, Orlando or Las Vegas. The aim for London is 4 to 5 million visitors a year. To achieve this goal, the 170 employees will open the store from 10AM to midnight (or noon to 6 in the evening on Sundays).

M&M's is a worldwide brand that sells in over 100 different countries and is worth 2.75 billion dollar (1.9 billion euro), making it the largest candy brand in the world. It is owned by the New Jersey based Mars Retail Group, who will probably spread the concept to other European capital if the London store proves successful.

Questions or comments? Please feel free to contact the editors


Arket Brussels opens: discover H&M's latest concept

14/09/2017

On Friday 15 September, H&M Group’s new store formula opens its doors on the Guldenvlieslaan in Brussels. The press got a sneak preview and discovered a surprising mixture of fashion, interior design and food. 

Nordstrom opens store without storage

13/09/2017

American fashion chain Nordstrom is to trial a new store formula in Los Angeles next month, in which customers will only be able to get advice and try out clothing. Purchases can be picked up at the store at a later date.

Primark benefits from weaker British economy

12/09/2017

Irish fashion chain Primark takes full advantage of the weak British economy, which prompted its parent company AB Foods to adjust its full-year forecast. The chain will also continue its expansion plans.

Participatiemaatschappij Vlaanderen invests in FNG

11/09/2017

Government investment fund Participatiemaatschappij Vlaanderen (PMV) will invest 15 million euro in fashion group FNG in return for 5 % of its shares. The money will go towards international expansion.

Gap Inc will focus on Old Navy and Athleta

08/09/2017

American fashion company Gap will alter its internal strategy and turn its attention to Old Navy and Athleta. Gap and Banana Republic, which both received the most attention up until now, will have to step aside.

Global Fashion Group cuts losses

08/09/2017

Global Fashion Group, the fashion group founded by investment group Kinnevik and Rocket Internet, managed to lower its losses even more in the second quarter. On top of that, turnover grew more than 25 %.

Back to top