BELGIUM- Godiva, a Belgian premium chocolate brand, has been acquired by Pladis Global, a British confectionery company.
This acquisition, which was initiated back in 2023, sees Godiva join Pladis Global’s long list of iconic brands.
Previously owned by Yildiz Holding, Godiva’s acquisition marks a strategic move for Pladis – the company aims to boost its total annual net revenues, which stood at 3 billion euros (US$ 3.3bn) prior to the addition of Godiva.
Pladis, under the leadership of CEO Salman Amin since 2019, has experienced consistent growth, with a remarkable 40% increase in sales.
This acquisition news was then followed by the appointment of Steve Lenard, the former Nike executive, as Godiva’s president.
Lenard, known for his expertise in operating and building global brands, joins Godiva from Sephora, where he played a pivotal role as global chief brand officer and president – he even achieved double-digit growth amidst the challenges posed by the pandemic.
Lenard’s mission is clear: to enhance Godiva’s sales and reach, particularly in the United States and other key markets worldwide, by 2026.
He joins the company at a time when the global chocolate industry faces challenges such as war, rising cocoa prices, and inflation.
However, even with uncertainties, Pladis aims to capitalize on Godiva’s legacy and potential.
Lenard will be taking over a company on the rise – In 2023, Godiva Chocolatier recorded peak revenue of $710.2 million, employing a workforce of 2,200 individuals.
Godiva is set to embark on a new chapter of growth and innovation, staying true to its legacy while adapting to the evolving demands of the modern consumer under his leadership.
Founded in Brussels in 1926 by master Belgian chocolatier Pierre Draps, Godiva has expanded its presence across more than 100 international markets.
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