Ethel M Chocolates will celebrate its 35th anniversary with a makeover.
The brand unveiled its plans for a complete redesign of its Henderson, Nev. factory store. The $2 million project will refresh the store experience with an updated look, new interactive elements, expanded retail space, and additions to the cafe menu.
“The transformation will elevate the factory store experience, while preserving the qualities and tradition that have made Ethel M a memorable part of the community since opening its doors in 1981,” says Oren Young, general manager of Ethel M Chocolates. “We’re introducing an interactive and open design concept that will allow guests to explore our process, products and engage with our chocolatiers, really bringing the Ethel M Chocolates story to life for the visitor.”
The renovated store will showcase a new ambience and atmosphere, highlighting colors and materials that represent both the factory's original copper kettles and its signature Botanical Cactus Garden. Meanwhile, new interactive features include an upgrade to the Chocolate Tasting Room overlooking the cactus garden and a new demonstration area where an Ethel M chocolatier will prepare treats like chocolate-covered strawberries, caramel apples, and more.
The store's self-guided viewing aisle will also receive upgrades. Digital displays will illustrate the brand's history along with the sustainability efforts of its parent company, Mars, Inc. Shadow boxes containing original artifacts will accompany the timeline exhibit that guests can interact with and photograph.
The existing cafe will also be remodeled and offer an expanded menu including coffee, specialty drinks, and light bites.
The renovation will expand the retail space to approximately 7,500 sq. ft. and display a selection of Ethel M's handcrafted, preservative-free chocolates and treats.
While the project is under way, customers can still indulge in the brand's sweets by visiting its pop-up shop, located just outside the factory and offering the full retail line as well as a private Chocolate Tasting Room.