Hotel Chocolat poaches Monsoon Accessorize Roger Williams as first international director ahead of Asian expansion

Williams has joined the chocolatier from Monsoon Accessorize where he was international regional controller since 2009. Prior to that he was regional retail manager for The Body Shop.

Williams is currently “slicing and dicing the data” to decide which market to enter, chief executive Angus Thirlwell said. He added: “We can see from our London stores and on social media that we have a big Asian customer base. Japanese people like the depth of the brand and the British design.”

Williams will also look to build upon the retailer’s exisitng portfolio in the US, the Netherlands and Copenhagen.

The retailer’s pre-tax profits surged 84% to £5.4m for the 12 months to June 30. Sales were up 6% to £63.8m.

During the past year the chocolatier and cocoa grower created about 200 new jobs as it increased trading space by 7% through 10 new store openings.

Thirlwell said that 2012 was a true “coming of age” year for the retailer.

“The record-breaking increase in profit before tax, achieved despite a modest 7% growth in net retailing space, is a testament to the investment we have put behind vertically integrating our business, resulting in improved efficiency, more innovative design and the quickest lead times.”

Thirwell also said the first full year of trading at its chocolate-themed boutique hotel and fine dining restaurant in St Lucia had performed above “initial expectations”. He added that the parts of the concept would be integrated into the UK business.

It plans to open its first restaurant this year and is currently scouting locations for the fine dining outlet.

Hotel Chocolat also launched its new range of beauty products, named Cocoa Juvenate, in November and is in talks with department store John Lewis to supply it with the range. Thirlwell said: “Sales in store have been very good, it has been the focus of our windows in the last few weeks. We are going to pursue our normal approach, John Lewis is our main partner in the UK and we are discussing when the products will launch.”

Thirlwell said the 67-store chain enjoyed “frenetic” trade during a strong Christmas and said the retailer had maintained margin and not cut prices.

He added: “Whilst we expect consumer pressures to persist in 2013, we believe our investment over the past few years leaves us well-placed for the year ahead.”

The retailer will launched its new website featuring customer reviews, chocolate tasting bookings and menus next month. It will also launched a click-and-collect service.

During the past year Hotel Chocolat launched its Roast & Conch Café, which takes customers through the process of roasting cocoa beans, in Covent Garden, London. It also opened travel retail formats in Kings Cross, Euston and London Luton airport.