Knoops: Crafting the Future of Hot Chocolate, One Shop at a Time
Posted by Emily on 18th Mar 2024
William Gordon-Harris, the driving force behind Knoops, a burgeoning hot chocolate brand, harbours grand ambitions. What began as a serendipitous encounter with a small artisan shop in Rye has flourished into a business boasting 17 locations. Gordon-Harris is continuing; he aims to increase this number to 40 by next year and has visions of establishing up to 300 Knoops outlets throughout Britain.
Knoopssocial, CC BY-SA 4.0, via Wikimedia Commons
The push for international growth is already underway, with partnerships solidifying in the Middle East and discussions in progress with potential partners in the United States and China. Gordon-Harris's ultimate goal? A global footprint of 3,000 Knoops shops by 2030, transforming the act of grabbing a hot or cold chocolate into a globally recognised phrase: "going for a Knoops."
Originating from Jens Knoop's humble Rye shop, Knoops has always been about quality and variety. It offers over 20 strengths and styles of cacao, along with top-tier coffee options. Gordon-Harris, initially an investor and incubator, saw potential in Knoop's concept and has since transformed Knoops into a fast-growing brand. It recently expanded into Edinburgh and plans new openings in Leeds, Nottingham, and Exeter.
Eschewing the traditional franchise model for a wholly-owned approach, Knoops has garnered substantial support, raising approximately £12 million to fuel its expansion. The company's revenue, predominantly from chocolate, is on track to come mainly from home consumption through online sales of chocolate flakes and a new canned chocolate range.
Knoopssocial, CC BY-SA 4.0, via Wikimedia Commons
Gordon-Harris is confident in Knoops' unique market position and its potential as a "category killer" with no direct competitors. He believes in the brand's ability to become a billion-dollar entity through a blend of ambition, effective systems, and a dedicated team.
We're keen to hear your thoughts on Knoops' ambitious expansion and its impact on the hot chocolate market. How do you see this innovative approach shaping the future of artisan beverages? Share your insights and join the conversation below.