Lindt launches 'shop-in-shop' concept in Hong Kong

By Douglas Yu

- Last updated on GMT

Swiss chocolatier adds’ ‘store-within-a-store’ concept in Hong Kong via DFS partnership
Swiss chocolatier adds’ ‘store-within-a-store’ concept in Hong Kong via DFS partnership

Related tags Hong kong Lindt

Passengers at the Hong Kong International Airport (HKIA) are now able to pick and mix their favorite Lindor chocolate for the first time, thanks to the recent partnership between Lindt and DFS.

DFS is a global luxury travel retailer headquartered in Hong Kong.

‘Shop-in-shop’ concept

Lindt calls the concept it has brought to HKIA’s duty free confectionery sales area a “shop-in-shop."​ The shop stocks a range of Lindor chocolate as well as Lindt's travel exclusive best sellers that display on a wall feature.

“Eminently suitable for gifting, customers will be able to choose from a range of gift cards to complement their selection and personalize their pick and mix bags,”​ the company said in a statement. “The gift cards are themed to highlight the Hong Kong destination and seasonal events.”

On top of selling Lindt’ power brands at the location, the shop also features a bespoke space designed for live demonstrations of confectionery craftsmanship.

Upon coming back from TFWA Asia Pacific Exhibition & Conference in Singapore last month, Lindt told ConfectioneryNews Asia remains very dynamic in regards to the confectionery market.

“There are considerable opportunities in less developed confectionery markets in China, such as Hainan and Mainland, as well as existing key hubs, such as Singapore, Hong Kong, and Bangkok,”​ the company said.

Prior to Hong Kong, Lindt introduced similar shop-in-shop concepts to the airports in Singapore, Macau, Manila, Hainan and Kuala Lumpur. Lindt said the only challenge comes in aligning airports’ requirements with those of the retailers and the company's brands.

All kinds of store concepts 

Confectionery and other food businesses are trailling new ways to catch people's attention as shelves becoming increasingly crowded.

Lindt said the shop-in-shop concept was created to attract footfall into the shop.

There has been an increasing popularity in designing eye-catching sales space across all channels in recent years, according to this site’s previous reports.

Lindt's competitor Nestlé showcased its “perfect store”​ concepts to Asian travel retailers at the TFWA this year. The concept helps gather consumer insights based on their shopping behaviors, nationalities, and the other retailers they visit.

Earlier this year, Hershey reported increased sales through its new “store-within-a-store”​ candy experience concept. The concept entails a separate space that sets Hershey’s products apart from the cluttered candy aisles.


Most recently at the Sweets & Snacks Expo in Chicago, ConfectioneryNews witnessed Barry Callebaut’s US debut of its studio concept. The studio was set up as a kitchen where chefs experimented with new confectionery formats using the company’s own ingredients.

In terms of targeting passengers at the airports, Lindt believes confectionery companies will launch more travel retail exclusives and special novelties in the future.

“[Travel retail] is an important channel for Lindt to present our premium chocolate and is the first entry point for many consumers worldwide,”​ the company said.

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