{"id":137294,"date":"2025-12-10T16:42:27","date_gmt":"2025-12-10T15:42:27","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=137294"},"modified":"2025-12-10T16:42:29","modified_gmt":"2025-12-10T15:42:29","slug":"leonidas-chiffre-daffaires-record-mais-benefices-sous-pression","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/leonidas-chiffre-daffaires-record-mais-benefices-sous-pression\/","title":{"rendered":"Leonidas : chiffre d’affaires record mais b\u00e9n\u00e9fices sous pression"},"content":{"rendered":"\n

Leonidas <\/strong>enregistre une ann\u00e9e record. Du moins en termes de chiffre d’affaires, car la hausse exponentielle du prix du cacao et le d\u00e9m\u00e9nagement de Bruxelles \u00e0 Nivelles ont pes\u00e9 sur les b\u00e9n\u00e9fices. Le chocolatier belge investit n\u00e9anmoins massivement dans son expansion internationale.<\/p>\n\n\n\n

Les exportations et le travel retail soutiennent la croissance<\/h2>\n\n\n\n

Leonidas cl\u00f4ture l’exercice 2024-2025 avec une augmentation de 8 % de son chiffre d’affaires, soit une quatri\u00e8me ann\u00e9e record cons\u00e9cutive et 131 millions d’euros. N\u00e9anmoins, l’EBITDA a baiss\u00e9 de 6 % pour s’\u00e9tablir \u00e0 20 millions d’euros, ce qui reste le deuxi\u00e8me chiffre le plus \u00e9lev\u00e9 de ce si\u00e8cle. Le chocolatier est aujourd’hui pr\u00e9sent dans quarante pays et compte 1 200 magasins, principalement en franchise.<\/p>\n\n\n\n

Le march\u00e9 belge, qui compte 400 points de vente, a connu une ann\u00e9e difficile, avec une baisse des volumes. L’incertitude due \u00e0 l’impasse politique et l’attention m\u00e9diatique port\u00e9e au prix du cacao (qui a quadrupl\u00e9 depuis 2022) ont frein\u00e9 la demande. Leonidas n’a toutefois augment\u00e9 ses prix que de mani\u00e8re limit\u00e9e : 6 % au cours de l’ann\u00e9e \u00e9coul\u00e9e et moins de 10 % sur deux ans.<\/p>\n\n\n\n

Heureusement, la forte croissance en France, sur d’autres march\u00e9s europ\u00e9ens et surtout dans le secteur du travel retail a permis de compenser cette baisse. Le segment du travel est aujourd’hui prioritaire<\/a>, explique le CEO Philippe de Selliers \u00e0 La Libre : cette branche repr\u00e9sente d\u00e9sormais pr\u00e8s de 10 % du chiffre d’affaires et a connu une croissance de 10 %. De Selliers pr\u00e9voit un EBITDA stable pour l’exercice en cours, maintenant que les prix du cacao se stabilisent. M\u00eame s’ils restent deux fois plus \u00e9lev\u00e9s que la moyenne historique.<\/p>\n\n\n\n

D\u00e9m\u00e9nagement co\u00fbteux \u00e0 Nivelles<\/h2>\n\n\n\n

Leonidas avait d\u00e9j\u00e0 annonc\u00e9 que la nouvelle usine de Nivelles co\u00fbterait plus cher que pr\u00e9vu, mais M. De Selliers admet d\u00e9sormais que 2026 sera \u00e9galement une ann\u00e9e de transition. Le fabricant de pralines travaille temporairement avec deux usines, ce qui entra\u00eene notamment un doublement des co\u00fbts \u00e9nerg\u00e9tiques. Le nouveau site de Nivelles triple certes la capacit\u00e9 de production et devrait permettre une croissance pendant de nombreuses ann\u00e9es.<\/p>\n\n\n\n

C’est n\u00e9cessaire, car la marque de chocolat ouvre cette ann\u00e9e trente magasins en France et vise 500 points de vente d’ici 2030. En outre, le chocolatier renforce son marketing dans les pays o\u00f9 sa notori\u00e9t\u00e9 peut \u00eatre am\u00e9lior\u00e9e, notamment en Irlande, au Portugal, en Roumanie, en Allemagne, au Japon et en Gr\u00e8ce. L’Irlande b\u00e9n\u00e9ficiera pour la premi\u00e8re fois de publicit\u00e9s t\u00e9l\u00e9vis\u00e9es ; en Gr\u00e8ce, Leonidas mise sur des campagnes radio et outdoor.<\/p>\n\n\n\n

Le Chili, la Bulgarie et les Balkans serviront quant \u00e0 eux de zones tests, toujours via des franchis\u00e9s locaux. Aux Pays-Bas, l’entreprise mise principalement sur des shops-in-shops, car les loyers \u00e9lev\u00e9s rendent difficile l’ouverture de magasins propres. Parall\u00e8lement, Leonidas recherche \u00e9galement des partenaires pour s’implanter en Pologne.
<\/p>\n","protected":false},"excerpt":{"rendered":"

Leonidas enregistre une ann\u00e9e record. Du moins en termes de chiffre d’affaires, car la hausse exponentielle du prix du cacao et le d\u00e9m\u00e9nagement de Bruxelles \u00e0 Nivelles ont pes\u00e9 sur les b\u00e9n\u00e9fices. Le chocolatier belge investit n\u00e9anmoins massivement dans son expansion internationale.<\/p>\n","protected":false},"author":5,"featured_media":137295,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[597],"people":[],"extra":[43],"company":[250],"topic":[266],"region":[226],"class_list":{"0":"post-137294","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-chocolade","10":"extra-plus","11":"company-leonidas","12":"topic-resultats-financiers","13":"region-belgique"},"acf":[],"yoast_head":"\nLeonidas : chiffre d'affaires record mais b\u00e9n\u00e9fices sous pression - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Leonidas enregistre une ann\u00e9e record. 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