Leonidas (chocolate maker)
This article has multiple issues. Please help improve it or discuss these issues on the talk page. (Learn how and when to remove these template messages)
|
Société anonyme (public limited) | |
---|---|
Industry | Confectionery manufacturing |
Founded | 1913 |
Founder | Leonidas Kestekides |
Headquarters | Boulevard Jules Graindor 41–43, 1070 Anderlecht , |
Number of locations | 1,030 points of sale (2019) |
Key people | P. de Selliers de Moranville (CEO) |
Revenue | |
US$6.08 million (2018)[1] | |
Number of employees | 347 (2018)[1] |
Website | https://www.leonidas.com/ |
Leonidas is a registered
History
Born in 1882 in Nigdi, Anatolia, Turkey, a politically and economically unstable region, Leonidas Georges Kestekides, of Greek heritage, made a living by selling "granitas", a kind of sorbet, and other sweets with his brother, Avraam. In 1900, he decided to move to the United States where he became a confectioner.[citation needed]
In 1910, Leonidas participated at the
, where he won the bronze medal alongside the Greek delegation. While in Brussels, he met Joanna Emelia Teerlinck. Together, they moved toFrom 1922 onwards, members of Leonidas' family joined him in Belgium to work alongside him. Among them was his brother Dimitrios’ son, Vassilios Kestekides, who they later called Basilio, and whom Leonidas mentored. Leonidas was creative, and Basilio had a good head for business; together they came up with many ideas to expand the company's activities. The business was expanding to scales larger than Ghent. As such, Leonidas left to open the "Pâtisserie Centrale Leonidas" in Brussels, on rue Paul Delvaux, and left the management of the Ghent tearoom to the rest of his family. Basilio joined him.
Once in Brussels, things went well for Basilio. He worked hard; at night he made his chocolates in his small workshop near the capital's main square, on rue du Vieux Marché aux Grains. In the morning, he drove a horse-drawn cart among the surrounding neighbourhoods, selling his delicacies. In 1935, after being accused by the police of street trading, he was ordered to sell his products in a store. As a result, he rented a room in a building at 58 Boulevard Anspach. But given the small size of this room, which did not even have a door onto the main street, only one possibility remained: open the only window and display his chocolates on the windowsill. This was a revolutionary idea that allowed passers-by to enjoy the delicious scent of chocolate products and buy chocolates on the spot. Selling through a sliding sash window would remain the trademark of the brand for decades.[citation needed]
In 1937, he officially registered his brand with the City of Brussels. The brand's font and logo were chosen by Basilio Kestekides in honor of the Greek roots of his uncle. He used the
Leonidas' chocolates are made without palm oil.[citation needed]. They are made with Belgian chocolate and cocoa butter.
Leonidas' principal chocolate is the "Manon". It was Basilio, Leonidas’ nephew, who introduced the Manon to the Leonidas range. At the time, the Manon, filled with a
On 15 November 2013, the company became a certified purveyor to the Belgian royal household. The level of brand awareness was 91% in 2018.[citation needed]
References
- ^ a b c "Company Search - Company Information - Hoovers Company Profiles - D&B Hoovers". D&B Hoovers. Retrieved 2019-10-13.
- ISBN 978-0-324-66380-8. Retrieved 2019-10-13.
- ^ "Discover the rich history of Leonidas | Leonidas official site". www.leonidas.com. Retrieved 2024-02-14.