Chocolatier Jeff de Bruges will be opening up a new location in early December at the new Royalmount development in Montreal.
Xavier Chambon, Vice President of Jeff de Bruges, said it will be the fourth location in Canada for the brand.
“It’s all corporate stores for the moment,” he said. “In France, they have more than 545 stores and they are in 14 countries.”
The first location opened in downtown Montreal several years ago.
“We have a trendy and fashion look and because we are in the chocolate business and ice cream, we are in the mid to high end positioning,” said Chambon. “We’ve got the nice packaging. We are also the only one for Royalmount that will sell chocolates. For us it’s important.
“Also, we try to have the best shopping malls in Quebec and if we go to Ontario.”
Tony Flanz, President at Think Retail, said the new 660-square-foot store is ideally situated in this innovative mixed-use development, which offers a groundbreaking approach to how people work, learn, play and live.
“Located in the heart of Montreal, Royalmount is the largest private development in Quebec and the focus is on what the creators call “active mobility…. a never-before-seen living environment where connectivity, creativity, sustainability and technology thrive,” said Flanz.
“Royalmount is welcoming an exciting array of innovative retailers and eateries, making it the perfect site for Jeff de Bruges’ fourth location in Canada. This is just the beginning for this marquee global company. Its stores are beautifully designed with a sophisticated air that showcases innovative products against the company’s turquoise and chocolate-brown palette.
“Jeff de Bruges dates back to 1986 when Philippe Jambon founded the Belgian chocolate company in France, quickly establishing the brand as a go-to for gourmet Belgian chocolates, with a French twist.”
Flanz said the concept debuted in Canada in 2014 and quickly became a destination for Montreal’s discerning tastemakers, who appreciate the decadent Belgian chocolates, as well as local-sourced ice cream and other treats. The menu is constantly evolving, giving customers a reason to return again and again.
In 2018, Jeff de Bruges relocated its debut store to a beautiful 750-square-foot space at the Montreal Eaton Centre. That same year, it opened a 175-square-foot kiosk at Carrefour Industrielle Alliance in the heart of the city’s pedestrian network. In June 2022, Jeff de Bruges’ opened its third store at Carrefour Laval.
Expansion continues and the company aims to open at least two locations in 2025, with a focus on super regional malls in Montreal and Quebec City. Ideal spaces are 500 square feet to 850 square feet.
Chambon said the concept is a franchise one with more than 60 per cent of the stores in France operating as a franchise.
“We want to develop Quebec City and I think we have more potential in Ontario and the rest of Canada. We have good competitors. We are sure we can make a difference with our offer,” he said.
In a previous Retail Insider story, Chambon said: “We are very careful because the business model has to be of course very good for our franchisee. We are very careful about the location and the profitability of course of the concept. We are not in a rush because the group is very solid. The group has a lot of experience and we prefer doing not fast but doing well.
“All of our chocolates are coming from Europe, coming from Belgium. With less sugar. It’s premium. Very tasty. Also you can pick up and choose more than 70 different chocolates one piece at a time. You can build your box. It’s personalized, customized, and the shopping experience is important for us. You have to taste the product, we have to speak about the chocolate and where it is coming from. Regarding the price, we’re in the mid-range, not high end. Very affordable. It’s high quality, affordable price.”
Philippe Jambon, Founder and President of Jeff de Bruges, in an interview on the brand’s website, said : “With passion, and from a very young age running around in the chocolate makers’ workshops, I was able to observe the magical effect of chocolate. Since then, when creating Jeff de Bruges, I have relentlessly imagined a thousand and one ways to turn our stores into unique places, gourmets’ worlds and delicious chocolate could also be accessible and fun to bring pleasure and quality to all.
“In our stores, we mainly try to be in touch with (customers’) needs, to bring back childhood memories of afternoon teas, to create little treats so that everyday can be joyful, in short, to offer recipes which can make for a happier life.”
