new notables Pralines in the Mix Photography by Alan “Battman” Batt


A chocolatier branches out with an outer-borough mall kiosk to complement its high-end Manhattan boutiques.


Bernadette Starzee


varieties of pralines—bite-sized chocolate-filled confections that are the company’s signature product. Handcrafted in Belgium, the pralines retail for $57 per pound. In addition to the new kiosk, which is located in the


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outer New York City borough of Queens, Neuhaus features three high-end retail boutiques in Manhattan. It has two other retail stores in the United States—in New Jersey and Washington, D.C. The chocolatier chose the Queens Center Mall for its


reach and its retail environment. “The Queens Center Mall is one of the highest-quality and highest-trafficked malls


Specialty Retail Report n Winter 2013


hings got a lot sweeter at the Queens Center Mall when luxury Belgian chocolate purveyor Neuhaus opened a kiosk in the Elmhurst, NY mall. The kiosk offers 60


in the U.S.,” says Caroline Vindevogel, communications manager for Neuhaus. Queens Center is the only regional mall serving the borough of Queens, which has more than 2 million residents. Additionally, the mall provides an upscale environment.


“We wanted to be present next to the other high-end brands that are already in the mall,” Vindevogel says. The kiosk is located close to several high-end retailers, including Banana Republic, Coach, Michael Kors, M.A.C and Club Monaco.


Chocolate choices Neuhaus was founded in Brussels, Belgium, in 1857 and is credited with inventing the praline in 1912. Today, the company exports its decadent chocolates worldwide, with more than 1,000 points of sale in 40 countries. Neuhaus’s two top-selling pralines are the Tentation,


which is coated in milk chocolate and filled with freshly ground coffee-flavored ganache, and the Caprice, which features a dark chocolate coating and fresh vanilla cream


SpecialtyRetail.com


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