Revolutionising Chocolate Retail: The KNOOPS Story

KNOOPS, a trailblazer in the world of chocolate beverages, has captivated tastebuds worldwide with its bespoke chocolate drink experiences. Founded in 2013 by Jens Knoop in Rye, East Sussex, the brand has steadily transformed from a niche concept to a global sensation. At the helm of this rapid ascent is William Gordon-Harris, CEO of KNOOPS, who shares insights into the brand’s journey, challenges, innovations, and vision for the future. In this exclusive interview, Gordon-Harris delves into how KNOOPS is redefining the chocolate drink category and its ambitious plans for global expansion.

The Global Journey

KNOOPS’ journey has been a testament to the power of innovation and passion. Starting as a single-store concept built around the art of creating exceptional chocolate drinks, we have steadily grown into a globally recognised brand. Every step of our expansion has been rooted in our commitment to delivering not just beverages but experiences. Our precision in crafting chocolate drinks and attention to customer preferences has allowed us to resonate with audiences. This journey has been incredibly rewarding, marked by significant milestones and a growing community of chocolate enthusiasts who appreciate the uniqueness of what we offer.

Challenges and the top learnings, that have helped the brand grow over the past 2-3 years

Like any growing business, KNOOPS has faced its share of challenges. Navigating supply chain disruptions and cocoa price increases due to global events required us to rethink logistics to ensure consistency in quality and availability. Expanding into diverse markets at a rapid pace demanded that we adapt our operations to scale effectively while staying true to the values that define KNOOPS.

Through these challenges, we have gained invaluable insights:

1. Customer-Centricity: Understanding and aligning with customer preferences drives loyalty and satisfaction.
2. Adaptability: Whether operational adjustments or menu innovations, flexibility is essential to thriving in dynamic environments.
3. Commitment to Quality: Maintaining high standards is non-negotiable in building trust and setting ourselves apart.

Highlighting recent innovations

We are deeply committed to leveraging technology and sustainability to fuel our growth. While we believe in fostering personal connections in-store, we developed a fully functional app for customers who prefer digital interactions. This app integrates seamlessly with our online channels to provide a unified user experience. In 2025, we will implement a new tech stack to support a parallel multi-territory rollout of stores, online platforms, and wholesale operations.

On the human resources front, we continuously refine our systems and training programs. Our founder, Jens Knoop, remains actively engaged with our growers, ensuring we operate sustainably and responsibly. These innovations allow us to scale globally while staying true to our values.

Fast forward to 2025: Growth outlook

Looking ahead, we envision KNOOPS as the definitive leader in premium chocolate beverages worldwide. Our goal is to expand into strategic international markets, making our unique experience accessible to chocolate enthusiasts globally. This growth will be driven by ongoing innovation in menu customisation and digital engagement.

Long term, we aim to operate at least 3,000 stores globally within a decade, with around 300 in the UK. This ambitious vision reflects our confidence in KNOOPS’ potential to become a household name in the premium chocolate drink category.

Vision & focus on the Middle East

Our vision is simple yet ambitious: To redefine the chocolate drink experience globally, offering unique, personalised, and sustainable products that delight every customer. This vision encapsulates our commitment to quality, innovation, and the broader impact we aim to achieve as a brand. The launch of our first store in Dubai has been an exhilarating experience. The response from customers has been remarkable, with clear appreciation for our dedication to quality and innovation. Customers have embraced the concept of personalised chocolate drinks, reaffirming our belief in the potential of this market.

Jens carefully curates the menu, balancing chocolate profiles with roots, fruits, and spices to cater to local tastes. The ability to customise every drink is a significant advantage, ensuring we provide the perfect KNOOPS experience in every part of the world.

Strategies for the region

Our plans for the Middle East are ambitious and focused on long-term growth. We intend to open more stores in key cities, targeting premium retail locations that align with our brand identity. Innovation will remain a priority, and we are committed to evolving our offerings to stay relevant and appealing to our customers.

KNOOPS at a Glance:

MILESTONES

• In the past two years, KNOOPS has reached several significant milestones that have defined our trajectory. The brand has expanded internationally, entering new markets with flagship stores in Edinburgh and Dubai, solidifying their presence in both established and emerging markets. Furthermore, they achieved remarkable revenue growth, a testament to the increasing demand for their premium chocolate beverages and the loyalty of their customer base.
• One of the most significant achievements of the brand was exceeding £1 million in investment within the first day of their Crowdcube campaign – the fastest food and drink company raise in 2024.

RETAIL FOOTPRINT
As of December 2024, KNOOPS operates 22 stores in the UK, with plans for additional locations in Belfast, York, and Newcastle. The Dubai store marks the beginning of international expansion into the Middle East, the US, and China.

TURNOVER
Since 2019, KNOOPS turnover has nearly doubled annually, showcasing rare, compounded growth akin to tech companies.

FOOTFALL
KNOOPS creates a unique chocolate ritual that fosters continuous customer growth. For instance, the brand’s original Rye store now generates over four times the revenue it did four years ago, reflecting the power of the category and KNOOPS’ dominance within it.

Anurima Das