Mars Retail Group has revealed its plan to open three stores for its M&M’S brand in Germany and the US.
Two of the new M&M’S experiential stores in the US will open at Disney Springs in Orlando, Florida, and the Mall of America in Minneapolis, Minnesota.
A Berlin store in Germany will mark the brand’s first location in continental Europe. The stores will offer new interactive features and allow customers to create custom M&M’S candies that can be taken back with them.
Mars Retail Group Global Retail director Patrick McIntyre said: “Our new stores are advancing in design and experience to create a true connection and commitment to place alongside exciting digital and analogue moments. We are bringing the brand to life in an immersive way.
“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.”
Construction on the Disney Springs store is expected to immediately start with plans to launch this year. The company’s 24,000ft² M&M’S store in Minneapolis will open after completion of work on the Disney Springs store.
Mars is expected to open the Berlin M&M’S experiential store early next year. The company has not disclosed the investment details for the projects. It has collaborated with commercial real estate services and investment firm CBRE Group to find the new retail locations.
CBRE retail executive director David Close said: “Mars Retail Group is forward-thinking and very intentional 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.”