Leaving the walled garden: Lessons from a luxury brand that embraced the super market shelves

Looks at the success story of chocolate brand Godiva, which deliberately left the walled garden of luxury for the broader streets of mainstream shopping.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • Few luxury FMCG brands have made a transition to mainstream, but innovation from Godiva Chocolate provides some important lessons.
  • There is no cut and paste between luxury and mainstream – by creating something new, a brand can bring itself to the mainstream.
  • Being seen in the wrong places too soon can erode your luxury credentials – select partners and distributors carefully.
  • Remain expensive (without being out of reach) to send a clear signal of quality.
  • Behave boldly...
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