_gif.gif)
HARIBO has entered its next operational phase in North America, launching its first direct-to-consumer retail outlets in the United States alongside the appointment of Jon Hughes as President and Chief Executive Officer of HARIBO of America.
The enterprise celebrated the grand opening of its flagship US retail venue at Woodbury Common Premium Outlets in Central Valley, New York, on 7 August 2026, with a second retail location scheduled to open at Wrentham Village Premium Outlets in Wrentham, Massachusetts.
The physical expansion introduces HARIBO's European store model to the US market, combining direct retail sales with experiential brand touchpoints to support long-term category growth across North America.
Retail Outlets
The rollout of physical retail stores represents a strategic shift in HARIBO's US commercial model, transitioning from traditional wholesale grocery distribution toward proprietary retail environments.
The new retail outlets incorporate interactive store concepts designed to increase consumer trial and brand visibility:
đŹ Customised Pick-and-Mix: Wall-mounted bulk display units allowing shoppers to curate personalised confectionery mixes.
đ Exclusive Merchandise:Â Branded apparel, novelty items, and limited-edition product packaging exclusive to US retail store locations.
âš Seasonal Offerings:Â Short-run limited-time offerings (LTOs) and international confectionery SKUs not typically distributed through mass retail channels.
đ» Experiential Brand Touchpoints:Â Interactive photo installations and branded character appearances featuring the HARIBO Goldbear.
Executive Leadership Appointment
The retail expansion coincides with a leadership transition across HARIBO's North American business. Jon Hughes assumes the role of President and Chief Executive Officer of HARIBO of America, following his previous position as Managing Director for HARIBO UK and Ireland.
In his new remit, Hughes is tasked with directing HARIBO's commercial strategy, manufacturing investments, and market penetration initiatives across the US confectionery sector.
Jon Hughes, President and Chief Executive Officer of HARIBO of America, stated that the organisation is directing investments toward new consumer touchpoints and experiential retail environments to drive long-term brand equity across the US market.
Positioning in US
HARIBO's initial US retail locations are situated within high-footfall outlet complexes to capture both domestic consumer traffic and international retail shoppers.
The debut shop at Woodbury Common Premium Outlets in Central Valley, New York, commenced operations on 7 August 2026, while the secondary location at Wrentham Village Premium Outlets in Wrentham, Massachusetts, is slated to open shortly thereafter.
The investment builds upon HARIBO's existing US infrastructure, including its commercial processing plant in Pleasant Prairie, Wisconsin, strengthening the company's manufacturing and retail presence across the domestic sugar confectionery category.
.jpeg)
