M&M's opens first store outside of US
US chocolate brand M&Ms has formally opened its first shop outside of the US in Londons Leicester Square.
The 35,000 sq ft M&M’s World Store will sell chocolate as well as a range of M&M's branded goods, including clothing, kitchenware, bedding, jewellery and glassware.
The store is both a shop and tourist attraction providing “retailtainment” for visitors. Showpiece attractions include a large chocolate wall, a 1963 double decker bus, and giant interactive screens. There is also an M&M's tiered chandelier backing onto a Union Jack flag made out of M&M’s.
Mars Inc, the owner of the £1.7 billion M&M’s brand, is reported to have invested £10 million in the project. The store is expected to attract between 4 million and 5 million visitors a year.
Mars said that the store should help lift sales of M&M’s in the UK from the current £50 million per year and that it expected growth to be in “significant double digits”.
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