Dylan's Candy Bar Built An Incredible Brand Analysis

“’… it was never intended to be just a candy store.’” is Dylan Lauren’s blown-up quote that the takes up nearly a half a page to grab the reader’s attention to what this article is really about. Written by J.J. McCorvey “How the Founder of Dylan’s Candy Bar Built an Irresistible Brand” was published June 17, 2017 in Entrepreneurs. The article is a profile of Dylan Lauren and her candy store, Dylan’s Candy Bar, of which she is the founder and CEO. It describes how she has grown her over-the-top Manhattan candy store into a successful brand over the past 16 years. The article depicts how her brand found success through her creativity and where it is heading. Lauren knew that for her candy store to be successful, she wouldn’t be able to rely on the candy alone. The sweets market is filled with major players like Mars and Hershey’s, and she could have easily been lost in the mix if it weren’t for her concept to make her store an experience. Pointing out how Lauren was able to find a voice in the market, Marcia Mogelonsky, a confectionary analyst at Mintel says, “Some of the standard, conventional candy that has been on the market for years hasn’t innovated. When you go into a supermarket and go to the candy aisle, there’s nothing that jumps out at you.” Lauren made it a point to make her Manhattan 15,000-square-foot flagship store stand out. As her concept is described by McCorvey “… it’s like walking into the Willy Wonka’s …show more content…
It puts the store in front of a “’captive audience’” with the goal of expanding on the “brand that people love, and that still feels special and a little exclusive.” It is poised to expand globally in early 2018, when it will open an 8,500-square-foot store in Dubai – the beginning of a four-year plan to open six to eight stores in the Middle East. Lauren is currently looking for collaborators to facilitate expansion into Japan and the U.K., as