Swiss chocolate brand Confiserie Sprüngli expands into the UAE
Dubai store is the company’s first outside its domestic market
Dubai: Swiss chocolate brand Confiserie Sprüngli has opened its first outlet outside its domestic market in Dubai and is looking to open two more, including one here in the emirate and another one in Abu Dhabi.
“We believe strongly in this market,” Ester Crameri, general manager of Sprüngli Middle East, told ‘Gulf News’ in a phone interview on Wednesday.
Established in 1836, Sprüngli has 22 stores in Switzerland. It operates in the luxury segment of the confectionary market and competes with the likes of Godiva, Forrey & Galland and Debauve & Gallais.
The company’s new boutique and café is located in The Village Mall, Jumeirah Beach Road. After opening an office in Dubai Airport Freezone in 2008, the company chose not to open a store due to the economic downturn.
“In 2008, there was the big real estate bubble [and] 2009 and 2010 was not a time to think of expansion plans,” Crameri said.
According to her, the expansion is financed by the company’s own funds. She expects the private business’ global revenue to grow by 10-12 per cent during the first half of the year compared to the same period in 2013.
While Sprüngli faces a lot of competition in Dubai, Crameri believes the company has something different to offer customers.
“We have 34 types of chocolates — this is the most vast assortment you can find in Dubai,” she said.
The chocolates and confectionary products are produced in Switzerland and do not contain preservatives.
The majority of the company’s customers come from Switzerland, followed by Germany, France, Austria, the US, China, India and the Middle East.
