Lakrids by Bülow liquorice makes major move developing London stores

A major expansion move by Danish-founded luxury liquorice brand Lakrids by Bülow in delivering its first two permanent UK stores in London, reports Neill Barston.

The first of its new locations, within Canary Wharf, has just opened, with its additional store in Monmouth Street, in the Seven Dials district, is set to operate from later this month.

As previously reported, the company has been on a mission to ‘make the world love liquorice’ (see our exclusive video interview with founder Johan Bülow here), who told Confectionery Production that there had been an immensely positive response to its latest site, located in Cabot Place.

The new store openings follow the brand’s popular pop-up store in London’s St Pancras earlier this year and listings in Selfridges, Harvey Nichols and, most recently, John Lewis.

In addition, the company noted that it has seen strong growth in UK online sales, with its physical stores stocking the brand’s full collection, featuring gourmet pure liquorice in a range of flavours including sweet, salty and spicy, as well as its chocolate-coated liquorice, which the company noted been known to convert sceptics of the confectionery.

For its opening this week, the company is showcasing its latest winter collection, with customers visiting by 8 September for its initial opening period being offered a small complimentary jar with their purchases.

CEO of Lakrids, Fredrik Nilsson, enthused: “We couldn’t be more excited to reignite the British love of liquorice with the opening of our first permanent UK stores, following the fast track success of our chocolate coated liquorice range in the UK. Since 2007, we have been changing the way Danes and Nordics view liquorice, and now we look forward to showcase our full experience to UK consumers in our very own stores and convert more British sceptics!”

As the company added, the business has placed sustainability at its heart, using recyclable packaging for all its products, with its latest innovation being recycled and reusable glass jars. The business is believed to be among the very first in the sector to make jars from 100% recycled and recyclable plastic, with its glass jars have been designed for reuse. This has been augmented by its wider environmental policies, with its Danish factory running entirely on green energy for the past three years.


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