Victoria-based Rogers’ Chocolates sells its products in virtually all Canadian airports and in 30 U.S. airports but has so far preferred to sell through third-party merchants.
That will change early in 2012 when it opens its first Rogers’ Chocolates-branded storefront in an airport – behind security at Vancouver International Airport, Rogers’ Chocolates president Steve Parkhill told Business in Vancouver December 1.
The 126-year-old company has eight street-front locations, including a store at Park Royal that it opened in mid-2011.
Parkhill would not reveal how much of the company’s revenue comes from sales at corporately owned stores compared with sales from 400 stores operated by Rogers’ Chocolates’ retail partners.
“If we wanted to have stores across Canada, I guess we could,” Parkhill said. “But, we really wanted to get our brand out. It’s such a strong Vancouver and Victoria brand. Our dream is to make it a strong national brand.”
Innovative marketing strategies that Parkhill has embarked on include partnering with Granville Island Brewing (GIB) for the third consecutive year. Rogers’ Chocolates provided free chocolate ingredients for GIB to produce its annual imperial chocolate stout and in return gets its brand on the bottles’ label.
That beer launched sales November 28.
Glen Korstrom
@GlenKorstrom