Max Brenner store in US (archives)
Photo: Christopher Gabello

Max Brenner betting on Las Vegas

Israeli chain specializing in chocolate to open 856-square-meter branch in US city's Caesars Palace. Branch to include more than 200 seats, bar, shop and room for private events

Max Brenner is coming to Las Vegas. The Israeli chain, which specializes in chocolate and is owned by the Strauss Group, will open an enormous branch in the Forum Shops (Caesars Palace) mall, facing the H&M flagship store.


The new branch will be located in the heart of the project, exactly opposite the FAO Schwarz toy shop and close to food, fashion and entertainment brands. The chocolate bar will spread over two floors measuring 865 square meters (9,310 square feet) in size and will include more than 200 seats, including a bar with 12 stools and bar tables.


The branch will also offer a chocolate shop and a room for private parties of events of up to 45 people.


Another branch is expected to open in Boston, in the Restaurant Row area. It will spread over one floor measuring 543 square meters (5,844 square feet) in size and will include about 150 seats as well as a full-service bar with stools, a chocolate shops and a chocolate restaurant. Some NIS 20 million (about $5.35 million) were invested in both branches.


According to Giora Bar-Dea, CEO of Strauss-North America, "This year we began implementing our strategy to build Max Brenner as an international brand. The opening of new branches in central Las Vegas and in Boston is aimed at introducing the brand in the West Coast of the United States and strengthening our international exposure, with the goal of opening additional branches in the continent."


The new branches will join the chain's 30 branches worldwide: Two in Manhattan, 18 in Australia, two in the Philippines, two in Singapore, and six in Israel. The company's headquarters includes 15 people, led by founder Oded Brenner.


The Max Brenner chain was established in 1995 by Oded Brenner and Max Fichtman, and is now owned by the Strauss Group after it was acquired by Elite in 2001. The chain's global sales turnover stands at NIS 120 million ($32 million).


פרסום ראשון: 02.19.10, 14:12
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