DeBrand may battle Godiva.
The Fort Wayne chocolate factory is crafting an entry to retailers, but its president and founder says you won’t find her gourmet goodies on bargain outlet shelves.
“We are not going to be in discount stores,” said Cathy Brand-Beere, who began her enterprise in 1987, selling chocolate bars and assortment boxes.
“We’re still in the early (negotiation) stages, but I can tell you that we are looking at more high-end stores. We are going to be very selective, and we’re not looking to just move product,” she said.
Two years ago, DeBrand Inc. added at least $500,000 in manufacturing equipment and an inventory control system. As a result, the company can handle the extra workload as a wholesaler, Brand-Beere said.
Godiva Chocolatier Inc. of New York peddles its treats at such department stores as Macy’s. Could DeBrand be next?
“Why not?” said Susan Smith, spokeswoman for the Washington. D.C.-based National Confectioners Association.
“It sounds like a smart move. Before the recession, gourmet chocolate sales had steadily increased about 30 percent a year. It’s more like 10 to 12 percent now, but that is still good, which is probably one reason (DeBrand) is doing this.”
The confectioners association reported that U.S. chocolate sales in 2009 were nearly $17 billion, which constitutes 58 percent of all candy sold.
Brand-Beere began business in her family’s century-old home and now employs 80 people with four retail shops and a mail-order operation.
Even so, this recent expansion has more to do with utilizing available equipment than increasing sales, Brand-Beere said.
“That really wasn’t it,” she said, adding the new division likely won’t result in new hiring at first.
“Several retailers have asked us about doing this before, and now that we’ve added to our production capabilities over the last couple of years, we decided to go ahead and look into it,” Brand-Beere said.
DeBrand Fine Chocolates already is known in celebrity circles, as evidenced on the company’s website.
Comedian George Lopez, singer Jessica Simpson, NFL wide receiver and reality-TV star Terrell Owens and others are pictured mugging with DeBrand’s candies.
The chocolates also are found at several of billionaire Donald Trump’s properties, including in New York, Chicago, Las Vegas and Hawaii, Brand-Beere said.
“We’re not looking to be the biggest we can be,” she said. “This is just more of a personal decision, really.”
