According to Waitrose, this is the first time the store has given an “exclusive bay” on its shelves to any other company.
The deal will allow for consumers to shop for some of the brands most “sought after” goods – including ‘Velvetised Cream’ drinks made with vodka, chocolate and cream and vegan hot chocolate.
It follows a move 12 years ago when Hotel Chocolat pioneered a solus branded space within the John Lewis department store’s gift zone.
The chocolate retailer, which is headed by Angus Thirlwell, recently saw its revenues rise by 11% for the 26 weeks ending 27 December 2020.
Thirlwell said: “We’re thrilled to be a part of this dynamic collaboration – a dedicated Hotel Chocolat branded space embedded within Waitrose, uniting two of the UK’s most loved brands.
“Our relationship with John Lewis and Partners has grown tremendously over the past ten years and we have built a terrific rapport. The time is right to bring HC into the luxurious food arena that is Waitrose and Waitrose.com.”
Stephanie Chafor, head of grocery and frozen foods at Waitrose, said:“Hotel Chocolat has long brought innovation and authenticity to the chocolate scene and we are excited by this new partnership and the dedicated space in our shops. We think our customers will love the brand’s ethical and sustainability credentials as much as the quality of their chocolate.”