M&M’s to expand, opening three experiential stores by 2021

30-Jan-2020 - Last updated on 30-Jan-2020 at 10:08 GMT

M&M’s to open three experiential stores by 2021. Photo: MRG

Mars Retail Group (MRG) is expanding the M&M’s brand by opening three ‘experiential’ stores by 2021 including Disney Springs in Orlando, Florida, Mall of America in Minneapolis, Minnesota and its first store in Berlin, Germany.

Current M&M’s Retail experiential stores include Las Vegas, London, New York City, Orlando and Shanghai and the opening of three more retail stores is a strategic investment meant to prioritize high-traffic areas that align with the brand's identity.

Wall of Chocolate

Each store will celebrate the culture and spirit of the local community both in design and merchandise and will include 'experiential store moments', such as the Wall of Chocolate, larger than life Characters, personalization and interactive features.

"The future stores, strategically placed in culturally-vibrant areas where our shoppers would expect us to be, reaffirm our goal to connect with fun-seekers and chocolate enthusiasts," said Patrick McIntyre, director, Global Retail, MRG.

"We're bringing more than 20 years of innovation in experiential retail to these new stores and cannot wait to open our doors to a global audience who will engage with our brand like never before."

The expansion will start with the relocation of the existing M&M's experiential store at The Florida Mall in Orlando, Florida, to Disney Springs at Walt Disney World Resort in 2020.

M&M’s will also join the iconic Mall of America in Minneapolis, with more than 24,000 sq. ft. store footprint, prior to the holidays in 2020.

In early 2021, the brand's international presence will grow in Berlin, Germany, and be the first M&M's experiential store in continental Europe. Located on Kurfürstendamm in City West, the city's premiere shopping avenue, the decor will be inspired by the local art and beauty of Berlin.

Millennials

According to a study by Harris Group, 72% of millennials would rather spend money on experiences rather than material items.

M&M’s will meet this demand by enhancing its in-store experiences and adding features including: larger-than-life character moments, the Wall of Chocolate; personalization to create custom M&M’S gifts on the spot; merchandise and in-store designs.

Mars Retail Group worked with CBRE Group, commercial real estate services and investment firm, to identify the retail locations.

"Mars Retail Group is forward thinking in creating physical M&M's Brand experiences to the surprise and delight their customers in ways most brands are just starting to think about," said David Close, retail executive director, CBRE.

"New stores will join the existing locations across North America, Europe, and Asia, including: New York, Las Vegas, London and Shanghai.”