Patchi is renowned worldwide and particularly in the Asia Pacific region for being one of the most high-end, luxurious chocolate brands available, touting the opulence of the brand with gold and silver individual chocolate as well as unique secondary ‘packaging’ that ranges from silver trays to crystal bowls.
The high-end brand has recently made its entrance into the Singapore market via its local partner FJ Benjamin, which is best known in its own right for the ownership of mega fashion brands ranging from SuperDry and Guess to watch brands such as Casio and Nautica.
“Patchi has always been associated with luxury and high-end shopping just like many of FJ Benjamin’s other brands, and it has established itself as such not only via its packaging but also via its taste,” FJ Benjamin’s newly-interred CEO as of January 2023 Douglas Benjamin told FoodNavigator-Asia.
“One way that we maintain the high quality of the chocolate taste is by very, very carefully managing the supply chain and storage conditions such that the chocolates continue to taste fresh even after going through the import process.
“Even here in the store which is in the Paragon shopping centre, the Patchi section is essentially its own little room where at night we just close the glass doors and keep the temperature cold via air-conditioning even when the central air-conditioning is turned off – this is different from the standard practice of storing chocolates in fridge or freezers.
“Additionally, we also have a specialised dehumidifier in the room to maintain the humidity levels at a suitable level for the chocolates. The same temperature and humidity control is applied in the storage room for the Patchi chocolates.
“The reason for all of this is to guard the integrity of the chocolates and maintain its taste and texture – putting it in a cooler would cause it to dry out, and not maintaining the humidity would affect the texture, so together with Patchi we have worked out the way to maintain the quality.”
Benjamin has also found Singapore to be the ideal market to introduce Patchi in the region due to a combination of local consumer trends including gifting and novelty, both of which Patchi is well able to fulfil.
“Singaporean consumers really like to buy and try things that are different, and if the product tastes good, they will keep coming back too,” he said.
“Here, Patchi’s packaging plays a very important role as its bright and eye-catching gold and silver wrapping makes it very different from regular chocolates – and also has that added advantage when it comes to tapping on the gifting trend, as it simply looks like a great gift.
“For those with the extra spending power, we have also brought Patchi’s more unique packaging offerings such as the silver trays and bowls into this market – the whole idea of giving the chocolates to someone and letting them keep something more such as a beautiful tray or bowl instead of just eating the chocolates is something that appeals a lot to people.
“So we do see that Patchi’s uniqueness plays well in this market, and I am sure it will definitely catch on, as it is really something different.”
Benjamin is also in talks with more locations to expand Patchi into more stores, including high-end department stores and possible also establishing more individual stands.
Innovation for all
In line with trends throughout the confectionery sector, Patchi has also developed various ranges of healthier products such as sugar-free and low-sugar products, hoping to appeal to consumers with such concerns.
There are also lines targeted specifically at children which are crafted with lower sugar as well and also shaped to attract this target market in shapes such as cars, alphabets and more.
“Many of our consumers are already familiar with Patchi from their travels, and well aware of the quality it carries,” Benjamin added.
“In Singapore, it is not only local consumers but also many other newer residents and travellers who are shopping here, and with high consumer understanding of the brand and very good response so far, I am confident we can build the market for Patchi here successfully.”
