Knoops goes global with first overseas store in Dubai

The new store in the City Centre Mirdif shopping mall in Dubai leads the multi-channel testing phase of the specialist drinks and cafe brand into the UAE, as the group embarks on its international expansion

Chocolate drinks and cafe brand, Knoops, has unveiled its first international store in Dubai as the group progresses with its global expansion plans.

The store, which opened on Saturday 2 November, is in the City Centre Mirdif shopping mall in Dubai and leads the multi-channel testing phase of the brand into the UAE.

Knoops selected the NDS Group as joint venture partners due to their understanding of the importance of establishing the multi-channel brand before expanding in the wider region with further partners.

William Gordon-Harris, CEO of Knoops, said: “Embedding Knoops across the whole Middle East and introducing the region to the rituals of drinking chocolate has been carefully planned, beginning with the first UAE store.

“The City Centre Mirdif is the perfect place to launch in this important market.”

Knoops was the winner of the Dynamic Growth Award at FEJ’s inaugural 30 Under 30 guide launch/networking event last month, after being featured in the list of growing hospitality operators with under 30 sites earlier this year when the guide was published.

The group, founded in 2013 by the sea in Rye, recently secured funding from a £1m Crowdcube campaign, forming part of a wider £5m fundraise campaign.

The brand also recently recruited Julian Metcalfe, the co-founder of Pret and founder of Itsu, and Alice Avis, the former CEO and chair of the Sanctuary Spa Group, to its board.

It counts Andrew Gerrie, the co-founder of Lush, and former chair of Hotel Chocolat, as an advisor-investor.

This next growth chapter will see the group build on its 21-store portfolio in the UK, and accelerate its growth plans in the country and internationally, beginning with the Dubai launch.

Knoops also sells chocolate flakes through its website and Harrods, Selfridges and Whole Foods.

The group serves a range of expertly crafted chocolate drinks, as well as a selection of breakfast, brunch and food options.