Knoops to open first US store in Salt Lake City this week
Knoops will open its first store in the US this week, launching in Salt Lake City, Utah, on 21 August.
The opening will be followed by a second Utah location in Farmington in the final quarter of 2026, as the brand looks ahead to further growth in the US, with additional Utah sites already identified.
Subscribe to TRBKnoops said the store rollout will provide the foundation for developing a multi-channel market strategy. This will include the launch of its hand-flaked ‘Knoops At Home’ CPG range across multiple sales channels in the country.
William Gordon-Harris, chief executive of Knoops, said: “The opening of our first US store is a hugely exciting milestone for Knoops and the next step in our international growth story. We’ve seen the strength of the brand’s appeal in the UK and through our UAE stores, and we believe there is a significant opportunity to introduce the Knoops experience to consumers across America.
“Salt Lake City was a very deliberate choice. It is a dynamic, fast-growing market with a strong appetite for innovative brands, and its consumer profile is particularly well aligned with the Knoops experience. We’re excited to build our presence and prove the store model in Utah and then take the brand into other store locations across the U.S. while building the retail channels.”
This year, Knoops will also broaden the distribution of its ‘Knoops At Home’ hand-flaked range in the UK by expanding into delicatessens, farm shops and premium grocery retailers. This marks the next stage of Knoops’ UK expansion, building on its own stores, direct-to-consumer and Amazon channels, as well as partnerships with Ocado, Harrods, Selfridges and Whole Foods.
Gordon-Harris said: “Wholesale distribution is a major step forward for our hand-flaked ‘Knoops At Home’ retail offering. With access to delicatessens, farm shops and premium grocery retailers across the UK, we can accelerate growth and meet the strong consumer demand we’re already seeing for ‘Knoops At Home’ across our sales channels.
“These two significant developments demonstrate the multi-channel, multi-market nature of Knoops. They reinforce my belief that the Knoops opportunity is clearly bigger than even I foresaw when I joined Jens on this journey in 2019.”
Founded in Rye, East Sussex, in 2013 by master chocolate sommelier Jens Knoop, Knoops now has around 30 physical outlets across the globe.
