A major development milestone has been hit by Danish confectionery brand, Lakrids by Bülow, as its new Battersea Power Station location becomes its 50th global store, reports Neill Barston.

The prominent London location sees the company expand its existing notable presence in the region, with the business investing significantly in outlets across the capital.

According to the business, the UK remains one of its fastest growing markets, as it continues its mission to “make the world love liquorice,” which has seen it embark on a number of consumer engagement campaigns.

As the company noted, visitors to the new Battersea site, which is set within the grade II listed former power station that has been made famous from its use a number of films, as well as a Pink Floyd album cover, can explore the full product range,

This includes limited edition flavours, alongside in-store tastings designed to introduce both existing customers and those new to liquorice to the brand’s unique flavour combinations and approach to the category.

Since launching in the UK in 2021, the company has steadily expanded its retail footprint, with London playing a key role in its growth. The brand has established a presence through store openings on Monmouth Street, Westfield London and Selfridges, alongside retail listings with John Lewis and Liberty London.

CEO at Lakrids By Bülow, Fredrik Nilsson, commented: “Fifty stores is a milestone we’re incredibly proud of, and it feels particularly fitting to celebrate it in London. Since landing on UK shores we’ve seen great interest in our approach to liquorice, crafted just outside Copenhagen, and have continued to build our presence across the city.

“Battersea Power Station has become a popular destination for shopping, dining and leisure in London, and its iconic character makes it a natural home for Lakrids By Bülow. We’re delighted to be opening our doors here, introducing our brand to even more Londoners. The company was founded with a simple ambition: to make the world love liquorice, and this new store gives us another opportunity to bring that ambition to life.”