British premium chocolate drinks specialist Knoops is preparing to launch its first store in the United States, marking a significant milestone in its ambitious international growth strategy. The London-based firm has confirmed it will open an outlet in Utah this coming April.
Ambitious Growth Targets on Both Sides of the Atlantic
This initial foray into the American market is just the beginning of a detailed six-year plan. Knoops aims to establish a formidable network of over 160 stores across the US within that timeframe. Simultaneously, the company is targeting a 150-strong UK store estate, alongside more than 200 outlets in other key international territories.
Chief executive William Gordon-Harris stated the brand's global ambitions are clear, with thousands of stores envisioned worldwide. "There will be thousands of Knoops stores across the globe in time – this is now obvious – but we remain focused on our disciplined medium term plan to help us get there," he said.
Strong Financial Performance and Board Expertise
The company, founded in Sussex in 2013 and a rival to Hotel Chocolat, is reporting robust trading. It is on track to achieve a turnover of £20m for the financial year ending March 2026. This follows a successful festive period, where sales rose by 12% over the critical six-week Christmas season.
To support its aggressive expansion, Knoops has strengthened its leadership team. It recently appointed former Game chief executive Martin Long as its new chief financial officer. This move is designed to bolster board-level expertise as the company scales. The business has also publicly discussed the possibility of a London IPO, although no specific timetable for a public listing has been set.
Product Range and Multi-Channel Strategy
Knoops has built its reputation on an extensive menu of drinking chocolates, offering percentages from a mild 28% white chocolate from Colombia to an intense 100% extra-dark single origin from the Philippines. Since 2020, it has rapidly expanded its physical presence in London, now operating nearly 30 UK stores. Its London sites include prestigious addresses in Kensington, Chelsea, and Knightsbridge, with Cheltenham named as the next UK location set to open.
Beyond its cafes, the company's wholesale division has become a major growth driver. Sales have nearly tripled since April, powered by its 'Knoops at Home' chocolate flakes range, available through retailers like Amazon and Selfridges.
The business is backed by notable investors, including Brixton-based department store Morley's and Pret A Manger founder Julian Metcalfe. It successfully closed an £8m funding round in 2023 to fuel its growth plans.
