Latest news with #JonathanGrahm
Forbes
3 days ago
- Business
- Forbes
How Compartés Became The New Name In Luxury Chocolate
Willy Wonka may be the epitome of fictional candy purveyors, but in real life, that's Jonathan Grahm, the owner of luxury chocolate brand Compartés. Compartés has become synonymous over the last decade with design-led fine chocolates, due in part to its chocolate-dipped fruits and cube-shaped chocolate morsels elaborately decorated with vibrant geometric prints. But the brand has actually been around since the 1950s when an Italian-American husband and wife living in Hollywood started the brand. The brand focused on European-style premium chocolate and chocolate-dipped fruits during a time when chocolate turtles, milk chocolate and hard candies dominated the American candy scene. The brand was later purchased by Grahm's parents, before he took over the helm and purchased it from them nearly 20 years ago. Initially, Grahm had planned to study law at UCLA, but had worked for the family business since his youth. The self-funded and privately-owned brand is still going strong, growing sales by more than 200% since 2020 and reaching $10 million in sales in 2024. Notably, 50% of sales come from its direct-to-consumer e-commerce business, 30% from corporate gifting and 20% from independent retailers and specialty shops. 'Tomorrow is not guaranteed with any business. So I take every opportunity that I can,' he said. 'But it's almost like kismet or fate that every year, as my business grows, I seem to be in the right position to [seize those opportunities] Some of those business opportunities include selling through HSN for a time, opening stores in the U.S., Dubai and Japan (U.S. stores closed in 2020), and collaborations with brands and entertainment like Velveeta, Woodford Reserve, and HBO's 'White Lotus.' In a wide-ranging conversation, Grahm spoke with Forbes about founder authenticity, the future growth of Compartés and his take on Dubai chocolate. What role has authenticity as an owner played for you and Compartés? Jonathan Grahm: A lot of brands, even at HSN, hire a spokesperson, and HSN offered that to me too ... but it's my story that I want to tell. That's one of the unique parts about Compartés. But back then, 13 or 14 years ago, that wasn't something that was at the forefront of marketing or people's consciousness. I'm very enmeshed with my brand. I was 15 or 16 years old when I started, and now I'm 41; every day I wake up and I think about Compartés. I do not go a day without it. Also, as I've evolved, my brand has evolved. [For example] I went through a phase 10 years ago where I was into more health foods, and we did a vegan, organic line with protein infused chocolate, and superfoods with chocolate, because it was something I was into at that moment. And now it's a big thing. Speaking of trendy foods, what do you make of Dubai chocolate? Grahm: Well, I jumped on the bandwagon. We opened some stores in Dubai at the Dubai Mall about four years ago and have a biweekly call with the team. They told me about the Dubai chocolate trend when it started, and I started producing it right away. First of all, I think it's really delicious and but I also liken it to like an updated Kit Kat. I love the crunch and creamy, and I feel like you've get a lot of that in the Dubai do five version of its and they have been phenomenal sellers. How do you continue to infuse human experience into a global brand? Grahm: Los Angeles is a really big part of the Compartés brand, because I've grown up here, and because the brand is so much a reflection of who I am, and the different stages of my life. I have less time now than I used to, but I used to go all the time to the Santa Monica farmers market, and I would buy fresh berries and produce and things to infuse into the chocolate. Even today, all the fruit is California-grown fruit. As Compartés has grown, we haven't changed the recipe and the formula throughout its evolution. But at the same time, we do new things all the time. Part of what Compartés stands for is new, exciting, fashion, art, design and style. It's always important to do new things to attract new customers and give my existing customers something new to try. For our chocolate bars, we've had over maybe 350 different flavors over time. It's almost like a fashion house, with seasonal collections for Spring, Summer, Fall and Winter. What does future growth look like? Grahm: I want to keep Compartés on the same path we've been on, because it's a unique path. It's a story that's different than anyone else's, and so far, so good. It's grown and grown just by virtue of me doing what I feel and what I want, and customers responding well to that. Before Covid-19, we had many stores in Los Angeles, which then closed, and we pivoted to being an online-only business. I miss the stores very much, but we have become way more profitable, and it's less stressful by being online-only. Every year I think I'm going to open another store, and I start looking [for places] ... I want to open another store one day, but only if the right opportunity comes, and it wasn't so difficult. But I want to bring Compartés to more people in more places. I can't think of another luxury elevated chocolate brand out there. I think about Godiva, which sold for [more than] $1 billion [in 2019] and it was in every mall everywhere. Godiva is tired now. So there's room in the market to grow my brand in a sustained, methodical way. I want people to think of Compartés as a gift that people will remember. I'm creating memories through the chocolate, and I'm creating a brand that people have a strong relationship with. It's a brand with heart and soul, and I just want to continue on that path of slow, sustained growth, and always make sure that it has the soul and the heart of me, really.
Yahoo
11-02-2025
- Entertainment
- Yahoo
Sweet Spot: Compartés Celebrates 75 Years in L.A.
This Valentine's Day, many in Los Angeles are choosing to show love and affection for their hometown as well as each other, especially in the wake of the California wildfires. Which makes Compartés gourmet chocolatier the sweetest choice in town. From its uniquely beautiful packaging to its delectable flavors and recipes, the chocolatier's 75-year history and growth is a true local success story.'We're a homegrown L.A. brand, here since 1950,' owner and CEO Jonathan Grahm says of his company, which built its local fanbase in beloved retail stores in Brentwood and West Hollywood (they closed during the pandemic) and its profile as a national brand via collaborations with fashion houses and pop culture figures. 'Our chocolate factory in Culver City is still standing and I'm happy we're able to come to work and make chocolate, which makes people happy. It's kind of a nice thing in this moment of not-so-nice things.' Grahm, who started at the company at the age of 15, designed a special new bar, called 'I Love L.A.,' while watching the fire coverage on TV last month. He's donating 100% of its proceeds to wildfire relief.'As an L.A. brand, it's so important,' he says. 'People see our packaging not only all over town, but all over the country and worldwide. We're sold in 3,000 shops all over the U.S. Compartés is really emblematic of Los his signature dark chocolate with a sprinkling of gourmet sea salt, the new vegan, gluten-free L.A. bar joins his other hometown homage, the popular 'California Love' bar, which he created 15 years ago. Boasting a pink-hued sunset and swaying palm trees graphic, it's become famous for its design as well as the rich dark chocolate and San Francisco sourdough pretzel candy inside. Graham was 21 when he bought the family company and rebranded. Driven by a fashion-forward, artisanal approach, his confections now stand out amid other more typical boxed chocolate offerings on the market. Compartés is a special and luxurious choice to give loved ones for birthdays, anniversaries and holidays, both for its aesthetics and its flavors — which whimsically blend creamy smooth cocoa in dark, milk and white chocolate with a variety of other ingredients, like strawberries, potato chips, coffee and donuts (an ode to Grahm's favorite L.A. donut shops). Just in time for Valentine's Day, Compartés offers new bars packed with pieces of red velvet cake and strawberry cheesecake, the latter featuring a tie-dye heart design. The brand also boasts decadent new collections, in boxes adorned with florals, swans and peacocks. Try chocolate-covered fruit; pink chocolate-covered Oreos and hearts; and its popular take on the classic heart-shaped box, a sumptuous crocodile-textured design available in shades of crimson red and dark green. While Grahm's goals to transform Compartés into a chic, elevated chocolate brand have been achieved, he hopes that his commitment to using local ingredients and printing facilities convey the deep connection and community that have inspired him since he took the company's helm.'I've been in L.A. my whole life,' he says. 'I went to Beverly High and I grew up on the Westside. I love L.A; it's my inspiration. It's my heart and it's my home. All of those things come through when you look at the brand.'5735 W. Adams Blvd., Culver City,
