At the same time, the shops were made more welcoming, with the layout changed to encourage browsing while prices were displayed in public view. In , the company gained Kosher certification, with most of its chocolates now manufactured in accordance with Jewish dietary laws.
While these changes were taking place, Godiva also revamped its direct-marketing unit, which had never heretofore turned a profit. Catalogs were redesigned and other elements of the operation were restructured, which helped produce profits as well as a sales increase of 15 percent in and 20 percent in The mail-order division, which still accounted for less than 10 percent of the firm's total earnings, targeted both corporate accounts as well as the general public.
The year saw the company redesign its Web site and experiment with the idea of creating small retail kiosks in shopping malls. Over the next year, three such kiosks were opened, while Godiva's chain of U. A new line of coffee products was introduced for use by office service companies during the year as well. In , Godiva launched a new promotional campaign to boost sales for Valentine's Day. The successful giveaway brought the company significant media attention, and it was reprised and expanded each year thereafter.
In the fall of , president Craig Rydin, who had been running the company since , was moved up in the Campbell organization, and his place taken by Archbold van Beuren. At this time Godiva was also introducing a new line of cookies known in the industry as biscuits , which included such flavors as Hazelnut Belgique and Chocolate-Dipped Pirouette.
During the late s, the company experienced a drop in sales to Asia due to an economic downturn in that region, but its business in Japan and Hong Kong continued to grow, and distribution there was expanded despite the financial crisis. To help its customers find the nearest location, the company introduced a free service to users of cell phones and wireless handheld devices which offered downloadable maps.
The fall of saw the firm introduce Palets D'Or, dark chocolate pieces whose smooth centers featured such flavors as tea, lemon, and red wine. Godiva also took advantage of the promotional opportunity afforded by Miramax Films' hit Chocolat, giving holders of tickets to the movie free samples and sponsoring a contest which offered the winner a trip for two to Brussels. In January , Godiva began its 75th anniversary year by announcing that the annual Valentine's Day giveaway would include a 7.
During the year, the company also introduced a number of new chocolates, including the Romaine, Noix Macadamia, Nippon, and Creole pieces, each of which contained a unique combination of chocolate, praline, and other flavors. In , the company's Valentine's Day promotion shifted away from diamonds to feature 50 five-day trips for two to a Marriott resort in Arizona, with a pair of "his and hers" BMW Z4 automobiles as the Grand Prize.
That same year also saw the Starbucks coffee chain begin test-marketing Godiva products at 50 of its stores in New York, Chicago, and Seattle. More than three-quarters of a century after the Draps family first started making chocolates in Belgium, Godiva Chocolatier, Inc.
The combination of innovative, high-quality products, finely tuned marketing, and the powerful backing of Campbell Soup had helped make the name Godiva synonymous with indulgence and pleasure.
Principal Subsidiaries: Godiva Brands, Inc. Canada ; Godiva France S. France ; Godiva Japan Inc. Japan ; Godiva U. The family was deeply inspired by the legend of Lady Godiva and named the company in her honour. In , Pierre Draps Jr. This piece is not only iconic for Godiva but for the entire chocolate industry.
In , Godiva was appointed an official chocolatier to the Royal Court of Belgium. Today, Godiva has over owned Boutiques. It also has a presence in over countries, which is boosted by its successful global travel retail outposts. When Lady Godiva, wife of Lord Leofric, protested against the taxation of his subjects a deal was struck: Lady Godiva would ride through the streets of Coventry, "clad in naught but her long tresses", and if the population remained in shuttered building, their tax burden would be lifted.
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