Why being niche is the key to building a brand of the future, with Jens Knoop, founder of Knoops

Conversations of Inspiration

Holly Tucker MBE

Education, Society & Culture, Entrepreneurship, Self-improvement, Business, Personal Journals

5.0 • 1.3K Ratings

🗓️ 17 January 2022

⏱️ 59 minutes

🔗️ Recording | iTunes | RSS

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Summary

Jens Knoops is a man who is obsessed with chocolate. After starting his brilliant artisan hot chocolate business in 2013, Jens’ journey has catapulted him into a world that not only brings him joy everyday but that brings each of his customers a little magic too.

Holly talks to Jens about the huge passion he has for his products, the sustainable goals he has for Knoops and his decision to expand the business during the pandemic.

It’s a story that is both heartwarming and motivating and shows all of us that with enough drive and belief, even our wildest dreams can not only survive but thrive.

Enjoying listening to these unfiltered chats? It's worth following Holly Tucker MBE and Holly & Co on Instagram, and subscribing to our weekly newsletter on our website, where Holly downloads her thoughts, and exclusively shares small business finds and topical, 'ungoogleable' business advice.

Transcript

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0:00.0	My next guest is Yens Knoop.
0:02.5	What a lovely guy.
0:03.6	He has created the most extraordinary hot chocolate brand,
0:08.1	Knoops, which has now got seven stores.
0:11.1	It is a firm favorite of Harry's.
0:14.2	He discovered this brand.
0:15.9	And then as we looked at his bank statement,
0:17.9	we realized he spends 90% of his money now on hot chocolate.
0:22.4	So I thought we need to talk to this founder
0:25.1	because who creates a business with 21 options
0:30.0	and it's just going great guns.
0:31.8	But speaking now to Yens, I realize it's his German heritage.
0:36.7	It's that fascination in taking a niche
0:40.3	and having fun within it.
0:42.1	And I think we're going to learn so much
0:44.8	from that one single idea.
0:47.0	This certainly is going to be a firm favorite
0:50.0	to anybody who's a chocolate.
0:52.6	I'm Holly Tucker and welcome to Conversations of Inspiration.
1:04.7	Back in 2006, I founded Not on the High Street
1:07.9	for my kitchen table and since then,
1:10.4	I've gone on to launch Holly and Co.
	...

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