Patchi, a major chocolate house, held a brand-recreation event at Dubai Mall earlier this month. Around 29 years ago, Patchi opened its first store in the UAE. Since then it has widely grown to cover Abu Dhabi, Sharjah, Ajman, Fujairah, Ras Al Khaimah and Al Ain. The event attracted a lot of attention from chocolate lovers and many of Dubai Mall's visitors.
Bilal Kurjieh, general manager of Patchi in the UAE, spoke to Arab News about the repositioning strategy, brand's image and future growth of Patchi.
Asked about the nature of repositioning Patchi and how is it going to affect the brand's image perceived by customers, Kurjieh said: “Patchi has undergone a radical change in its brand direction in terms of revamping its logo by adopting a dominant green color, in addition to expanding the product offering of its chocolate gift boxes collection.
The aim is to enforce the company's position as a leading international brand, and to spark an evolution in the brand to cater to the chocolate lovers needs and touch the younger generations while maintaining Patchi's heritage.”
About the strategy Patchi is following to stand out among competitors, especially in such a hedonistic industry.
Kurjieh said: “Patchi has adopted a long-term strategy, which is the commitment to pioneering designs, excellent presentation and optimal quality. Patchi has boutiques distributed all across the UAE and elsewhere in the world to cater to its clients and to provide them with the ultimate chocolate gifting experience.”
