TRBusiness spoke with Galler Travel Retail & Duty Free Agent Steven Candries about the brand’s new TR strategy.

Belgian chocolatier Galler is making a confident return to the global travel retail stage, marking a new chapter for the independent Liège-based brand renowned for its craftsmanship, creativity and fair-trade ethos.

Founded in 1976 and a holder of the Belgian Royal Warrant since 1994, the company employs 170 chocolate lovers who remain committed to the art of filled chocolate, and to doing so with authenticity and integrity.

Rediscovering a Belgian classic in travel retail

At this year’s TFWA World Exhibition in Cannes, Galler’s re-entry into the travel retail conversation drew strong attention from buyers and distributors, despite the brand not having a physical stand. Galler’s Travel Retail & Duty Free Agent Steven Candries said the reaction was “hopeful and encouraging”, particularly from partners seeking something new in an increasingly values-driven category.

“You must understand that this TFWA show ushered a new era for the industry,” said Candries. “New views, new directions, new generations of consumers – they all want something more unique, more real, different and outstanding, and something that answers to values of sustainability. Galler delivers that combination.”

Galler’s extensive portfolio spans four core product lines, including its filled tablets (175–180g).

While the company’s return came together late in the Cannes calendar, Candries believes it was the right time to reintroduce Galler to travel retail buyers. “There was clearly interest and belief in what it could deliver once on board,” he said. “It’s a brand with a story, content and products that are young and distinctive.”

A brand reborn with purpose

Galler’s modern narrative is shaped by both heritage and resilience. In 2021, catastrophic floods in Belgium destroyed much of its production facility in Vaux-sous-Chèvremont, near Liège. Within four years, the chocolatier rebuilt, stronger and with a renewed focus on sustainability and ethical sourcing.

“This is a house that has endured considerable suffering and risen from a lost cause thanks to the people and a leader who believed in it,” said Candries. “It’s a story with heart and substance, which is exactly what consumers connect with today.”

A portfolio tailored for travellers

Galler’s travel retail presence already includes Aélia stores at Brussels and Charleroi airports, where the brand ranks among the top five chocolate houses, as well as listings at Istanbul Airport. A dedicated global travel retail range is under development and expected by 2026.

In TR, Galler is targeting measured growth across Europe, the Middle East and Asia for all its products.

The brand’s extensive portfolio spans four core product lines, from its signature filled bars (70g) and mini bars (12g) to filled tablets (175–180g) and the new Rawetes 5g bite-size pieces. Galler also offers gifting and seasonal ranges such as Easter and upcoming Christmas assortments. “For any traveller, we have a treat and a solution,” said Candries, highlighting the Pocket Bag mini bars as a standout performer in the channel.

Building its TR presence step by step

Looking ahead, Candries is targeting measured growth across Europe, the Middle East and Asia, with a focus on selective distribution and long-term retail partnerships. “This development will go step by step – win after win, small but secure wins –

before approaching the bigger operators,” he explained. “With the right number of retail partners, I hope to convince the owners to invest in a stand at TFWA Cannes in 2026.”

For Galler, this renewed travel retail push is less about scale and more about sincerity. “Galler has the authenticity, the craftsmanship and the story that today’s travellers are searching for,” said Candries. “It’s Belgian chocolate with heart, and that’s a message worth sharing.”

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