Ollie Thirlwell-Pearce: Hotel Chocolat has been crafting luxury chocolate experiences for more than 20 years in the UK. Before Amazon, we pioneered online chocolate sales and have since grown into a beloved brand with more than 150 stores and cafés, plus our own cocoa farm and a boutique hotel in Saint Lucia. Our mission is rooted in how we grow cocoa, craft our chocolate, and bring it to guests around the world, especially in retail.

When we first entered the U.S. market before COVID, we quickly discovered that American consumers shared our passion for higher-cocoa, less-sugar recipes. Today, we’re building a retail and café experience tailored specifically for U.S. consumers, designed to showcase the luxury of chocolate alongside the story of sustainable cocoa.

So far, we’ve opened three stores in Chicago, with two more on the way by the end of this year. The response has been nothing short of inspiring. Guests are drawn in by both our chocolate and the immersive spaces that celebrate sustainable cocoa agriculture.

BH: Please tell us about Hotel Chocolat’s candy offerings, and what sets your products apart from other chocolate producers.

OT: We’re on a mission to reinvent chocolate from the ground up. It begins with the ways cacao is grown. As farmers ourselves, we’ve spent more than a decade pioneering ethical and nature-positive techniques. Today, we work alongside 2,500 partner farmers to share those practices and expand their impact.

The way we make chocolate is also important. We’re guided by an uncompromising mantra of more cacao, less sugar. We craft recipes that let the richness of cacao shine. Our white chocolate celebrates cacao, with cocoa butter as its hero ingredient, creating a taste that is deeper and more sophisticated.

And finally, and maybe the most important, is how our chocolate is experienced. Over the past two decades, we’ve honored artisan-style techniques to create textures and flavors that are delightful. We continue to draw inspiration behind desserts, pastries, cocktails, and culinary traditions from around the world to incorporate into our chocolates.

BH: Your products are not limited to chocolates—could you please tell us about your other items?

OT: The earliest forms of chocolate weren’t eaten, but savored as drinks. Cocoa-based beverages date back more than 3,500 years, and we’re proud to be reviving this timeless and sophisticated way to experience chocolate.

At the center of that revival is the Velvetiser, our luxury drinking chocolate system. The new model elevates the ritual even further, creating barista-quality hot chocolate and exceptional cold chocolate drinks.

Made with real chocolate and your choice of milk, the all-new Velvetiser transforms simple, high-quality ingredients into extraordinary drinks. From matchas and mochas to pure, cacao-rich classics, it delivers a true café experience, right in your own kitchen.

Having sold over 1.5 million units in the UK, the Velvetiser has established itself as a machine of chocolate craftsmanship, and now, we’re excited to be bringing this elevated ritual of drinking chocolate to the U.S.

BH: In addition to purchasing your wares via your online store, you also started opening retail locations in the U.S. more than 15 years ago. Could you please talk about your first location, how your stores have expanded, and what visitors will see when they visit a location?

OT: This isn’t our first entry into the U.S. market; our determination runs deep. This time, however, we arrive with the strength of more than 20 years of experience in the UK and valuable learnings from our earlier presence in the US.

We chose Chicago as our starting point, a city celebrated for its curiosity and extensive culinary culture. Our two boutiques in Lincoln Park and Lakeview opened with tremendous excitement, each designed with a vibrant café at its heart. Alongside the extraordinary range of chocolates we craft, we’ve partnered with local artisans to offer coffee, pastries, and much more.

Our retail locations are much more than chocolate shops. They are immersive cafés where luxury meets cacao’s agricultural roots. Guests can wander our signature “Wall of Chocolate,” showcasing more than 150 recipes, and enjoy perfectly velvetized drinking chocolates and seasonal flavors like pumpkin spice. We also offer striking gifts that redefine holiday giving, including Advent Calendars and over-the-top chocolate creations.

We are intent on reimagining the traditional chocolate retail model, creating a destination that people return to not only for life’s grand gestures but also for their small daily rituals.

BH: The most recent launch we’ve reported on is your boxed chocolates—could you please tell us about these, and what makes these stand out from other chocolate assortments offered?

OT: Our chocolates continue to stand out as we create recipes with more cacao and less sugar. Our cacao is ethically grown and nature-positive, and we use artisan techniques. Each of our gift boxes are meticulously crafted and curated of flavors that we’ve created.

To help guests discover their perfect pairing, we created The Love Match quiz, available on our website. With just a few simple questions, it reveals your personal chocolate preference profile. Each gift box is designed to reflect this, whether it’s a deep and intense serious dark for purists, an exuberantly fruity option for those who enjoy bright and lifted flavors, or a milk to caramel collection for those who prefer something comforting. These profiles flow across our entire range, ensuring we have a collection tailored to every taste.

BH: What’s next for your company?

OT: We are at the very beginning of our journey in the U.S., and the year ahead is dedicated to introducing more Americans to our unique approach to chocolate.

That means making the Velvetiser more widely available, including launching on Amazon, and many exciting partnerships underway. We’re also thoughtfully expanding our retail presence across the country. This is only the first chapter of what we see as a long and inspiring story in the U.S. market.

BH: Finally, do you have a favorite item among Hotel Chocolat’s products?

OT: Not a day goes by without me enjoying a hazelnut praline hot chocolate from the Velvetiser. It feels like a luxurious take on a beloved childhood flavor, that’s now transformed into an elegant ritual that I cherish at the end of the day.

Related: Hotel Chocolat boxed collections arrive in U.S.