Lindt unwraps London flagship under Piccadilly Lights and acquires €87m headquarters in same landmark building
In a strategic double play blending brand elevation with long-term investment, Lindt & Sprüngli has opened its most immersive UK flagship store to date in London’s iconic West End while simultaneously acquiring the entire 3,252 m² building above it for €87m. This move secures not only prime retail visibility beneath the Piccadilly Lights but also the company’s new UK headquarters, signalling a robust commitment to the British market.
Marking the occasion on 21 March, Roger Federer, Lindt’s Global Brand Ambassador, cut the ribbon to officially open the store. He was joined by Joel Burrows, CEO UK & Ireland, Adalbert Lechner, Group CEO, Ernst Tanner, Executive Chairman, and Stefan Bruderer, Lindt Master Chocolatier, who led a live chocolate-making experience.
Excitement had been building since the announcement in late 2024. The 557 m² flagship is a destination in itself, with in-store chocolatiers, a Choco Barista café, a personal gifting concierge and London-exclusive souvenirs. Lindt’s signature CREMA GELATA, the UK’s largest LINDOR Pick & Mix, and the return of the viral Dubai-style pistachio chocolate complete the experiential mix.
The building acquisition from Landsec, includes six floors totalling 3,252 m². Not only does it cement Lindt’s physical presence, it offers vertical integration across retail, office, and brand storytelling in one of Europe’s most visited locations. For investors and developers, this signals continued momentum in the experiential retail trend and growing appetite for branded real estate ownership in heritage high street locations.
“This flagship store represents a major milestone for Lindt & Sprüngli in the UK,” said Joel Burrows. “To have Roger Federer here for the opening is a truly special moment – he embodies the Swiss quality at the heart of Lindt – and we’re equally excited to establish our UK HQ in such a prestigious location.”
“Lindt’s dedication to craftsmanship, passion, and innovation is something I’ve always admired, and it’s a pleasure to open this beautiful store. I hope everyone who visits enjoys the experience — and, of course, the chocolate,” added Roger Federer.
People mentioned:
Roger Federer – Global Brand Ambassador, Lindt & Sprüngli
Joel Burrows – CEO UK & Ireland, Lindt & Sprüngli
Adalbert Lechner – Group CEO, Lindt & Sprüngli
Ernst Tanner – Executive Chairman, Lindt & Sprüngli
Stefan Bruderer – Master Chocolatier, Lindt & Sprüngli
Companies mentioned:
Lindt & Sprüngli – Premium chocolate manufacturer, opened new flagship and acquired new HQ
Landsec – Former owner of 1 Piccadilly building
Image: Lindt Flagship Store - Piccadilly Circus, London (Source: Chocoladefabriken Lindt & Sprüngli AG)
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