Rocky Mountain Chocolate Factory will open a new prototype store on King Street in Charleston on November 13, 2025. The opening will include a ribbon‑cutting ceremony at 10 a.m. on Thursday, November 13, and will showcase the company’s new store‑design concept, featuring a modern open layout, warm wood accents, an expanded ice‑cream counter, and the signature mountain‑sized chocolates that define the brand.
The prototype store launch comes as the company reports a net loss for the second quarter of fiscal 2026 and a negative gross profit margin on products and retail in the fourth quarter of fiscal 2025. With more than 250 stores operating across the United States and internationally, Rocky Mountain Chocolate Factory has focused on franchising as a growth engine, but recent financial results highlight ongoing profitability challenges.
The Charleston prototype is part of a brand refresh that began in 2023, which includes a streamlined trade name, updated logo, new packaging, and a modern store design aimed at attracting a younger, more diverse audience and prospective franchisees. The company plans to roll out the new design to additional locations, using the prototype as a model to refine the concept before wider deployment.
In the premium chocolate market, Rocky Mountain Chocolate Factory competes with established brands that emphasize heritage and artisanal craftsmanship. The new store design seeks to differentiate the brand by creating an immersive, sensory experience that highlights the company’s hand‑crafted chocolates while appealing to contemporary consumers who value experiential retail.
Jeff Geygan, interim CEO, said the prototype “represents the next chapter for Rocky Mountain Chocolate Factory” and that the company has “reimagined what a chocolate shop can be—an experience that delights all five senses while preserving our heritage of hand‑crafting premium chocolates.” David Denker, vice president of franchise development, added that the design balances modern aesthetics with old‑world craftsmanship, and Ross Theesen, a franchise owner, expressed excitement about bringing the new experience to Charleston, noting the community’s appreciation for quality, creativity, and authenticity.
The prototype store will serve as a testing ground for the new design, allowing the company to gather customer feedback and operational data before expanding the concept to other markets. While the brand refresh and franchise strategy signal a clear path toward growth, the recent financial performance underscores the need for disciplined cost management and revenue growth to achieve long‑term profitability.
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