{"id":36572,"date":"2019-10-21T12:54:49","date_gmt":"2019-10-21T12:54:49","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/leonidas-plans-huge-expansion-france\/"},"modified":"2019-10-21T12:54:49","modified_gmt":"2019-10-21T12:54:49","slug":"leonidas-plans-huge-expansion-france","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/leonidas-plans-huge-expansion-france\/","title":{"rendered":"Leonidas plant enorme expansie in Frankrijk"},"content":{"rendered":"

De Belgische pralinemaker Leonidas<\/strong> wil de komende vijf jaar 150 nieuwe verkooppunten openen in Frankrijk, te beginnen met een twintigtal in de zeer nabije toekomst.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Buurlanden belangrijk<\/h2>\n

Leonidas “wil doorbreken in Frankrijk<\/a>“, zegt CEO Philippe de Selliers in een gesprek met De Tijd. Zijn keten heeft momenteel 400 winkels in Frankrijk, na Belgi\u00eb de belangrijkste markt voor het pralinebedrijf. De komende weken komen er opnieuw een twintigtal Franse vestigingen en op termijn plant Leonidas zelfs 150 nieuwe vestigingen in ‘de Zeshoek’. “Zeker in Parijs en in het zuiden is ruimte voor nieuwe winkels”, meent de CEO.<\/p>\n

\u00a0<\/p>\n

Alle pralines worden geproduceerd in Belgi\u00eb, omdat \u2018Belgische chocolade\u2019 in het buitenland nog steeds een referentie is en het bedrijf dat element graag uitspeelt. Het bemoeilijkt wel de export, zeker buiten Europa. “We hebben meer dan 120 soorten pralines, maar in verre landen als Japan kunnen we maar een fractie aanbieden. Pralines moeten vers zijn. We bevriezen ze niet, zoals sommige concurrenten. De pralines die naar Azi\u00eb gaan, vervoeren we met het vliegtuig. Dat is peperduur”, zegt de Selliers. Het is \u00e9\u00e9n van de redenen waarom Leonidas zich weer meer concentreert op Europese landen.<\/p>\n

\u00a0<\/p>\n

“Prijzen verstoren perceptie”<\/h2>\n

In de strategie van Leonidas is de prijs altijd belangrijk geweest. De pralines zijn beduidend goedkoper dan die van andere Belgische merken als Neuhaus<\/strong> of Godiva<\/strong>. Toch ligt dat allerminst aan de kwaliteit van de ingredi\u00ebnten, benadrukt de Selliers: “Soms verstoren de prijzen de perceptie. We kunnen lagere prijzen aanrekenen omdat we onze marges lager houden dan onze concurrenten, en het voordeel hebben dat we anders dan hen met hoge volumes werken.”<\/p>\n

\u00a0<\/p>\n

Leonidas werd in 1913 opgericht in Gent, door de uitgeweken Griek Leonidas Kestekides. Hij opende er een tearoom, waar ook chocolade verkocht werd. De aandelen van het pralinebedrijf zijn ook vandaag nog in Griekse handen. Inmiddels heeft de keten wereldwijd 1300 winkels verspreid over veertig landen. Vorig jaar haalde Leonidas een omzet van 98 miljoen euro. Zo\u2019n 45% daarvan komt uit het buitenland: naast Frankrijk zijn Nederland, Duitsland, het Verenigd Koninkrijk en Roemeni\u00eb de belangrijkste afzetmarkten.<\/p>\n","protected":false},"excerpt":{"rendered":"

De Belgische pralinemaker Leonidas wil de komende vijf jaar 150 nieuwe verkooppunten openen in Frankrijk, te beginnen met een twintigtal in de zeer nabije toekomst. \u00a0 Buurlanden belangrijk Leonidas “wil doorbreken in Frankrijk“, zegt CEO Philippe de Selliers in een gesprek met De Tijd. Zijn keten heeft momenteel 400 winkels in Frankrijk, na Belgi\u00eb de […]<\/p>\n","protected":false},"author":1,"featured_media":36570,"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],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-36572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nLeonidas plant enorme expansie in Frankrijk - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"De Belgische pralinemaker Leonidas wil de komende vijf jaar 150 nieuwe verkooppunten openen in Frankrijk, vooral in en rond Parijs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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