When Hotel Chocolat is aiming to open cafe and gift shop in Llandudno
Hotel Chocolat has begun hiring staff for its first site in North Wales. The luxury chocolatier is aiming to take on an empty unit at Parc Llandudno and believes it will pull in customers from the wider region.
The company is currently expanding its bricks-and-mortar presence with a plan to open 12 new outlets in 2024. It aims to create a gift store and "Velvetiser" cafe at its Llandudno outlet, creating up to 20 full and part-time jobs in the town.
A planned opening is scheduled for February 2025 and job adverts have appeared online for a store manager (£29,500 salary) and an assistant manager (£26,000). They will be expected to lead the retail team and “deliver 100% happiness through chocolate to every customer”. Incentives include 50% staff discounts and 70% off a stay in the company’s hotel on the Caribbean island of St Lucia.
READ MORE: Welsh seaside resort that's lost attractions will now see car park closed over winter to save money
READ MORE: 'No appetite' by North Wales councils to change 20mph speed limits
Hotel Chocolat is aiming to take on a unit previously occupied by Laura Ashley which has been empty since the pandemic. Planning consent has not yet been given for the new store but no objections have been received from statutory consultees. The company needs to secure changes to planning deeds and conditions which restrict the sale of food from some units on the park.
On its behalf, WSP Planning said the proposed Hotel Chocolat store will “create a key attraction for the town centre” that could draw more trade towards Llandudno and reduce local vacancy rates. Following a pre-planning assessment, the consultancy explained why Parc Llandudno, and not the town centre, was earmarked for the new store.
Llandudno town centre has vacant retail units available for sale or lease but these were considered either too small or unavailable. Two sites on Mostyn Street were assessed and rejected, including the Shoe Zone store, which was too small, and the former M&S store, which is to be transformed into a three-floor retail, food and leisure hub. M&S relocated to Parc Llandudno in 2022 and Shoe Zone is poised to follow suit.
Neither does WSP expect Hotel Chocolat to disrupt existing traders in the town’s main shopping centre. Four Llandudno shops were identified offering sweets and confectionary products, but WSP said these were aimed mainly at tourists as they offered products typically found at seaside resorts.
In contrast, Hotel Chocolat would “primarily appeal to permanent residents of the North Wales region” and so would not pose a major threat. Join the North Wales Live WhatsApp community group where you can get the latest stories delivered straight to your phone
WSP added: “Hotel Chocolat would draw trade from a different market to the existing offering for sweet treats in Llandudno, to the benefit of the town. This would represent their first location in North Wales (the nearest alternative store is in Chester), creating a potential trade draw to the town from the wider region.”
The consultancy noted the biggest casualty could be a neighbouring store. “M&S is likely to be the primary source of trade drawn to Hotel Chocolat,” it said.
The first Hotel Chocolat store was opened in north London in 2004 by entrepreneurs Angus Thirlwell and Peter Harris. The chain now has 126 stores, including four outlets in South Wales. The company was approached for a comment. Sign up for the North Wales Live newsletter sent twice daily to your inbox
See what's on news in your area