British drinking chocolate specialist Knoops has opened its first permanent US store in Salt Lake City, Utah, as part of a wider multi-channel international expansion strategy.

The store marks the company’s first permanent location in the US. A second Utah site is scheduled to open in Farmington in the final quarter of 2026, with further locations in the state already identified.

Knoops said the US store rollout will provide a platform for the development of a broader multi-channel strategy, including the launch of its hand-flaked ‘Knoops At Home’ consumer packaged goods range across multiple sales channels.

The expansion follows the company’s entry into the UAE, where it already operates stores alongside a developing wholesale CPG business.

In the UK, Knoops is also expanding the distribution of its ‘Knoops At Home’ range into delicatessens, farm shops and premium grocery retailers.

The move will extend the brand’s presence beyond its own stores, direct-to-consumer business and Amazon, as well as existing retail listings with Ocado, Harrods, Selfridges and Whole Foods.

Founded in Rye, East Sussex, in 2013 by chocolate sommelier Jens Knoop, its stores offer a range of sustainably sourced chocolates that can be personalised across hot, iced, milkshake and frozen drinks.

William Gordon-Harris, CEO of Knoops, said: “The opening of our first US store is a hugely exciting milestone for Knoops and the next step in our international growth story. We’ve seen the strength of the brand’s appeal in the UK and through our UAE stores, and we believe there is a significant opportunity to introduce the Knoops experience to consumers across America.”

He added that Salt Lake City had been selected as a “dynamic, fast-growing market,” with the company planning to establish its store model in Utah before expanding into other US locations and developing its retail channels.

Commenting on the UK expansion, Gordon-Harris said wholesale distribution represented “a major step forward” for the company’s 'Knoops At Home' range.

He added: “With access to delicatessens, farm shops and premium grocery retailers across the UK, we can accelerate growth and meet the strong consumer demand we’re already seeing for 'Knoops At Home' across our sales channels".