Knoops reports Christmas sales lift as wholesale channel expands

Chocolate drinks retailer Knoops has reported a 12% increase in like-for-like sales at its UK stores over the six-week Christmas trading period as its wholesale business saw rapid growth. 

The company’s wholesale sales increased 170% year to date, driven by demand for its chocolate flakes range sold for home consumption.

Knoops said it sold more than three million drinks through UK stores in 2025, alongside 2.5 million drinks from its Knoops At Home range across retail and wholesale channels. 

The group also stated that its margins improved across all channels following investment in its supply chain.

Looking ahead, UK revenues are on track to exceed £20m in the 2025–26 financial year, with international retail and wholesale performance broadly in line with UK trends.

During 2025, the business invested in a new production and warehousing facility, which is now operational, and set out a longer-term expansion strategy. 

The company plans to open its first US store in Utah in April 2026, marking the start of its American rollout.

Knoops also strengthened its senior management team last year with the appointment of chief financial officer Martin Long, the former chief executive of Game Group.

The company’s seven-year plan targets 150 company-owned stores in the UK and 160 in the US by 2032, alongside franchise expansion in other international markets. It is targeting revenues of more than $500m (£370.8m) by that date.

William Gordon-Harris, chief executive, said: “Knoops is maturing into a multi-channel business led by the store network. The benefits of stores to the adoption of the category and brand – and the embracing of the consumer ritual for ‘Knoops At Home’ using our flakes via the wholesale market – is now proven. 

“With a senior management team experienced in opening and operating thousands of international stores, we now have a detailed strategic growth plan. The task to 2032 is crystal clear. There will be thousands of Knoops stores across the globe in time – this is now obvious – but we remain focused on our disciplined medium term plan to help us get there.”

Martin Long, CFO of Knoops, added: “Since joining in 2025, we have been focused on disciplined growth, underpinned by a rigorous assessment of margin performance, operating mechanics, and capital requirements. We are clear on the capital and management capabilities required to scale the brand to over $500m (£370.8m) in revenue by 2032, while delivering strong EBITDA.”