There’s something about walking into a chocolate shop that makes you feel like a kid again… and Trafford Centre’s brand-new Lindt store definitely has that effect.
Lindt, the luxury chocolatier, officially opened its newest UK location on May 28, taking over the old Lacoste unit on the top floor of the shopping centre after the fashion brand moved a few units away.
But this is far from just another shop opening. From the second you spot the giant Lindt chocolate Truffles at the entrance, people are already stopping to stare before they’ve even stepped inside.
When I visited, shoppers were crowding around the doorway taking selfies with the colourful displays in the background, while others made a beeline for the pick’n’mix scoops.
The new 1,200 sq ft store centres around one thing most people can’t resist: chocolate.
And not just any old chocolate. Invented by Rodolphe Lindt in 1879 and still used today, the conching process revolutionised the chocolate industry. Continuously stirring chocolate for over 72 hours created a chocolate so fine that it could melt completely on the tongue.
The store’s biggest attraction is the enormous pick’n’mix station filled with 34 flavours of Lindor truffles including Popcorn, Milk Chocolate, Strawberry and Cream and Marc du Champagne, with rows of brightly coloured wrappers stretching towards the back wall.
You can fill a bag or a box with whichever flavours catch your eye before paying by weight, and watching people try to narrow down their choices was half the fun. Some carefully picked out a few favourites while others filled bags to the top without thinking twice.
The shop had a proper atmosphere while I was there. Families wandered around the shelves, people popped in “just for a look” before joining the queue with bags of treats in hand.
Until now, the closest Lindt store was in Manchester Arndale, so for plenty of chocolate fans this opening has clearly been a long time coming.
Joanne Brown, assistant manager at the new store, who is part of the 15-strong new team at the store, said: “Everyone has been really excited – people have been saying it’s about time Lindt was in the Trafford Centre! The opening day was really well received, we had a master chocolatier and we gave out 250 goody bags.
“The customers love the pick n mix but the best seller so far has been the classic boxes of Lindt Lindor chocolate truffles!”
It is easy to see why people are already obsessed with the pick’n’mix. Hidden among the classic flavours are some chocolates that previously meant a trip to London if you wanted to try them yourself. The emoji-face Lindor chocolates have finally made their way north, while Pistachio Praline chocolates are currently exclusive to the Trafford Centre store.
Away from the truffles, shelves are packed with glossy gift boxes and ribbon-tied chocolate collections, while the Dubai-style chocolate bars currently all over TikTok have already found a home here too.
There are jars of rich hazelnut chocolate spread, neat rows of pralines and offers on multiple boxes if you are stocking up – and even Lindor Cherry Blossom, a delicate Sakura-flavoured truffle inspired by Japan’s iconic blossom season.
For those planning on becoming regulars, a MyLindt rewards scheme is available in store, where shoppers can scan a QR code for 10% off their first purchase – though judging by the amount of people already queueing with armfuls of chocolate, most people hardly needed convincing.
The hardest part of my visit was convincing myself that I only needed one bag of pick’n’mix. Our family favourite is officially the Pistachio Lindt truffles – delicious.
Only days after opening, Trafford Centre’s Lindt store already feels like one of those shops people will end up pottering into, whether they planned to or not.
The Lindt store at Trafford Centre is open from 10am – 10pm on Monday – Friday, 10am – 9pm on Saturday and 12pm – 6pm on Sunday.
