The Story of Godiva Chocolatiers

Godiva's history began more than seventy-five years ago in Brussels, Belgium when master chocolatier Joseph Draps founded a chocolate company that was named in honor of the legend of Lady Godiva.

At the age of fourteen, Joseph Draps went into the family business. It was there that he developed both his ability and creative talent as a master chocolate maker as well as his business sense. He then decided to create a prestige range of chocolates and to give it an evocative name.

It's not surprising that Godiva Chocolatier Inc., one of the creators of the world's most elegant, hand-crafted chocolates, originated in Brussels, Belgium. For generations, Belgium has had a tradition of perfectionism, from its Rubens paintings and gothic architecture to products made of intricate lace, glittering crystal and its fabulous cuisine.

In keeping with this tradition, the Draps family introduced Belgium to Godiva Chocolate in 1926. Later, Joseph opened the doors to his shop on a cobblestone street on Grande Place . He named his family's chocolate company "Godiva". Draps perfected a unique formula of rich chocolate with unparalleled smoothness. With a remarkable eye for detail, he set forth the standard for Godiva's innovative selection of elegant, European shell-molded designs and beautiful packaging.

Through the years, these standards have been maintained as assiduously as Draps' recipes have been guarded. As a result of this adherence to Draps heritage, Godiva Chocolates evoke the greatest in confectionery excellence. The same careful attention to quality is apparent in the exquisite European-style gold ballotins and handcrafted seasonal packaging that have earned Godiva a reputation for design excellence.

Since its introduction to America in 1966, Godiva continues to be the leader in the premium confectionery category. There are more than 200 Godiva specialty boutiques in major U.S. cities, as well as over 1,000 additional outlets in fine department and specialty stores. From New York to Paris to Tokyo , it is Godiva that brings the best of Belgium to the world.

The Brand

Godiva was first to create the concept of premium chocolate. We did this by combining a fabulous product, stimulating advertising, sophisticated packaging and selective distribution. Godiva's standards of excellence include maintaining our product's high quality by requiring special handling during storage and display. Our growing popularity as a premium product is due to our innovative approaches in manufacturing, advertising and packaging.

Since Godiva Chocolatier NV is a wholly owned subsidiary, we do not publish a separate financial statement, and do not discuss total sales, advertising costs or financial performance.

The Godiva International Distribution Network

Godiva products are to be found the world over, distributed from the two production units in Belgium and the USA.
In the United States, the Pennsylvania plant supplies more than 3,000 points of sale spread across the whole North American market. These are mainly the company's own shops and also "shops- in- shops" in department stores such as Saks and Bloomingdales.
The Brussels production goes out to markets in Europe, the Middle East and Asia. In these regions, Godiva has developed three distribution channels: its own shops, counters in big stores (Harrods in London, KDW in Berlin and Galeries Lafayette in Paris) and an ever increasing network of franchises, particularly in Europe.

The Brussels unit also supplies the fast growing sector of international travel and duty free shops for destinations outside the EU. Godiva chocolates are to be found in the main international airports and on board the most popular airlines. Special packaging has been developed to respond to the specific needs of this market.

The Lady Godiva Legend

In the Early 11th century, a woman of great generosity and beauty left an indelible impression upon the people she reigned over in Coventry. Known for her lustrous hair and bountiful nature, she dedicated her life to the impoverished and stricken.

Her husband, Lord Leofric, was a powerful ruler, unsympathetic to the citizens of his kingdom.  When he imposed a heavy burden of taxation upon his subjects, Lady Godiva protested.  Lord Leofric boomed forth a challenge: If Lady Godiva rode naked through the streets, and if the people of the city remained inside, the taxation would be lifted.

Lady Godiva agreed to this bargain.  Although she was demure in spirit, she was always most generous in action.

Then finally, it was the morning of the event. Dawn rose, and the clock struck seven, ringing through the cobbled streets.  The people closed their shutters, as promised.  Lady Godiva’s velvet gown dropped to the ground, her luminous skin shimmering.

The ride began.

Throughout the streets echoed the foreign sound of hooves galloping, yet not a single glance flew her way.

Upon her finish, the thunderous cheers were heard throughout the town.  Lady Godiva had braved modesty and convention to win the hearts of all who knew her.  As promised, Leofric eased his taxation of the poor, and her place in history was immortalized.

The legend of Lady Godiva has not diminished, but instead has grown and deepened.  Centuries later, Joseph Draps, a renowned Belgian chocolatier, created a line of chocolates with extraordinary richness and design, a collection of passion and purity.  He sought a name that embodied the timeless qualities of passion, style, sensuality and modern boldness.  His choice? Godiva.