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Luxury chocolate-liquorice brand adds flagship boutique in Dubai

The store introduces the handcrafted Danish brand via ‘the world’s largest liquorice library’


Danish brand Lakrids by Johan Bülow, which combines Belgian chocolate and Danish liquorice, has opened its first flagship boutique at Dubai Mall, adding to an existing collection of pop-up stores in Dubai.

This is the luxury hand-crafted liquorice brand’s first stand-alone boutique outside Europe, where it has 25 stores.

Located in the Fashion Avenue section of Dubai Mall, the store’s walls are built from natural stones found in Palermo, Italy, and the boutique hosts what it says is the world’s largest liquorice library, where customers can learn more about the story behind the brand and its various flavors.  This storytelling station will also make patrons aware of how liquorice roots are harvested, the origin of the cocoa bean, the production and maintenance process behind each of the flavors, and their pairing and coating with a chocolate taste.

There is also a private lounge for customers where they can select different gifting options for special occasions, as well as an ‘Instagrammable corner’ with a heart made out of Lakrids jars.

The confectionery brand has also unveiled an exclusive UAE collection for the region, with metallic tones inspired by Dubai’s architecture and the iconic Burj Khalifa’s colors at sunset, including silver, bronze, a fiery gold, and a beautiful rose.


Dubai FDI