Chocolate not so heavenly

Chain goes into administration

LUXURY chocolate chain Max Brenner says it’s business as usual at its 37 stores, including Toowoomba, after the appointment of voluntary administrators.

The chain operates a store in Grand Central Shopping Centre.

A tough retail climate resulting in sluggish sales and rising costs are understood to be behind the decision.

The company’s directors appointed administrators Mc GrathNicol to undertake the urgent review and it is unclear how this will affect the chain’s 37 Aussie stores, including the Toowoomba business.

The chain said it would be business as usual until further notice.

Mc GrathNicol is understood to be considering selling Max Brenner or recapitalising the business, which has about 600 staff.

In Australia, the chain known for its fondue, crepes, milkshakes, waffles, and hot chocolate - is owned and run by husband and wife team Tom and Lilly Haikin.

They opened their first cafe in Sydney’s Paddington in 1999.

The pair, who made BRW’s Young Rich list in 2013 with an estimated fortune of $40 million, branched out across the country soon after.

Now, there are 15 stores in NSW, 12 in Queensland, five in Melbourne, two in the ACT and Western Australia, and one each in South Australia and the Northern Territory.

The company was founded in 1996 in Ra’anana, Israel, by Max Fichtman and Oded Brenner who combined their names. The business began as a small shop selling handmade chocolates.

Max Brenner was contacted for comment on the future of the Toowoomba store.