Over the next two years, Mars Retail Group plans to open three new M&M’s candy stores, including one in Berlin. The flagship stores will have a "Wall of Chocolate", M&M’s walking around, and games.
Each store will celebrate the culture and spirit of the local community both in design and merchandise, says Mars in a press release, but there will always be room for classics such as the iconic "Wall of Chocolate," or larger than life characters walking around. Customers can personalize their own M&M’S candies to take back with them. In addition, the store will offer new interactive features.
"Our aspiration will always be to bring the best of the M&M’S Brand experience to our consumers in each retail location," said Patrick McIntyre, Global Retail Director. "Our new stores are advancing in design and experience to create a true connection alongside exciting digital and analog moments. We are bringing the brand to life in an immersive way."
Also in continental Europe
The expansion will begin with the move of M&M’s existing store in Orlando to Disney Springs in Walt Disney World Resort. Construction is expected to commence immediately, and the opening is scheduled for later in the year. Afterward, there will be a new shop in the Mall of America in Minneapolis. M&M’s will be housed in a retail building of more than 2,200 m².
At the beginning of 2021, M&M’s will finally come to the European continent, and more specifically to the Kurfürstendamm in Berlin, the main shopping street of the German capital.
According to McIntyre, this busy and culturally lively location was chosen deliberately. "Our customers expect to find us there," he says, "and the stores reaffirm our goal to connect with fun-seekers and chocolate enthusiasts." M&M’s currently has stores in New York, Las Vegas, London, and Shanghai, among others.