M&M’S Expands Its Global Retail Footprint With New Shop-In-Shop At Muscat International Airport, Oman
Mars Wrigley International Travel Retail (MWITR) has marked another step in its ambitious regional expansion with the launch of a new M&M’S Experience shop-in-shop at Muscat International Airport, Oman. This opening—developed in partnership with ARI and Muscat Duty Free (Oman Sales & Services LLC)—is the brand’s third store in just four months, underscoring the growing emphasis on immersive retail concepts within the Middle East’s travel hubs.
The new M&M’S Experience stands out for its high level of interactivity and digital integration. Designed specifically for the Muscat location, the store features an eight-tube Pick & Mix wall filled with the brand’s signature colourful chocolate candies, alongside a large LED canopy that transforms the retail space into a vibrant, animated environment. The display’s dynamic visuals flow across the ceiling, complementing a “Hi Muscat” photo spot connected to the same LED system—blending physical and digital design to encourage traveler engagement and social sharing.
Adding to the experiential offering is the Playhub, an interactive zone that turns the store into a small-scale entertainment destination, where travellers can engage in multiplayer games while waiting for their flights. This concept follows a broader Mars Wrigley strategy to transform confectionery retail from transactional spaces into emotional and memorable experiences—especially within airports, where dwell time and impulse purchases are key drivers of sales.
The Muscat opening strengthens MWITR’s growing presence in the Gulf Cooperation Council (GCC) region, highlighting the increasing demand for destination-specific, experience-led retail formats.
Industry Trends And Themes Observed In Global Chocolate & Confectionery Retail, 2025
Experience-led retail: Brands are shifting from simple point-of-sale to multi-sensory experiences. M&M’S Muscat store features LED animations and gaming zones; Lindt’s Milan flagship includes a Chocolate Bar café; and Bissinger’s upcoming 85,000 sq ft café in St. Louis blends retail, dining, and events.
Travel retail expansion: Airport and travel locations are emerging as strategic growth zones. Mr. Bucket opened a boutique at Singapore Changi Airport, FIX Dessert Chocolatier, RR Chocolate and M&M’S expanded to Changi, Kualanamu and Muscat airports respectively, tapping into high passenger traffic for brand exposure.
Premiumisation of chocolate retail: Luxury positioning is accelerating, particularly among Swiss and European makers. Läderach, Lindt, and Sprüngli continue expanding globally with high-end boutiques emphasizing craftsmanship and heritage. New stores opened by premium brands this year include Lindt in Vienna, Läderach in Manchester, Venchi in Kuwait, Koko Black in Brisbane, and RR Chocolate in Jakarta among others.
Global geographic diversification: 2025 has seen aggressive geographic expansion across continents. Läderach entered Japan, Egypt, and Turkey, Lakrids by Bülow extended into Austria and Germany, Lindt ventured into New Zealand and expanded in Austria and Italy.
Retail as brand theatre: Stores are evolving into immersive storytelling platforms. Examples include Lindt’s Vienna flagship with exclusive treats, Hotel Chocolat’s concept café in Scotland, and Koko Black’s new experiential boutique in Brisbane.
Rapid multi-store expansion strategies: M&M’s rapid expansion (third store in four months) follows noticeable expansion trend where brands are executing accelerated multi-market rollouts—examples include Läderach’s three simultaneous Japan openings and Hotel Chocolat’s four UK store launches in a single week reflect this momentum-driven retail push.