Premium Swiss chocolatier, Lindt, today celebrates the opening of its new flagship Lindt Chocolate boutique in the landmark Rolex building on Fifth Avenue in New York. The 1,245-square foot store is now open for business and features Lindt's vast array of delicious premium chocolate offerings, as well as Lindt Chocolate Advisors to educate and guide customers through the full Lindt chocolate experience. The new store represents Lindt's second Fifth Avenue location and heralds a period of growth and expansion for the company's direct to consumer business.

"The opportunity to open a Lindt Chocolate boutique in the Rolex building brings two premium worlds together," said Christine Bullen, vice president of Direct to Consumer at Lindt USA. "The rich histories and shared Swiss heritage of Rolex and Lindt meet on Fifth Avenue in the most fantastic shopping destination in the world. The opening of our beautiful new store is the perfect way to kick-off the exciting growth planned for the coming year."

Lindt currently operates nearly 50 retail locations, including Lindt Chocolate Shops, Lindt Outlets and Lindt Factory Outlets, where customers are treated to premium chocolate samples, and tasting tips by expert Lindt Chocolate Advisors. Select locations also feature Lindt Chocolate Bars, offering premium chocolate beverages.

The Swiss chocolatier is expanding into the midwest and west coast regions with new retail locations planned for the coming year. The new stores, as well as existing Lindt Chocolate Shops around the country, will begin to offer an increasingly interactive shopping experience with the addition of "make your own bar" stations and other engaging features. In addition to the retail stores, Lindt USA has further diversified its direct to consumer offerings with the 2011 launch of its premium home party sales program, Lindt Chocolate R.S.V.P., an expanded ecommerce presence, and growing corporate gift program.