Prestat, one of Britain's most renowned chocolate brands, has entered administration after four decades in business. The closure of its historic Piccadilly shop marks the end of an era for a chocolatier that once won over royalty and inspired author Roald Dahl.
Administration and sale
Marasu's Petit Fours, the company behind Prestat, appointed administrators on February 6, with the announcement made public on February 17. The closure is part of a prepack administration deal in which the Prestat brand has been sold for a nominal sum to L'Artisan du Chocolat, owned by Polus Capital Management. Prestat is expected to continue trading as an online-only brand.
History and production
Founded in 1986 by patissiers Rolf Kern and Gabi Kohler, Marasu's Petit Fours had grown into London's largest producer of premium chocolates, turning out over 300 tonnes annually from its 25,000 sq ft Park Royal facilities. Prestat held two Royal Warrants and counted Princess Diana among its famous customers. In 2003, The Economist named it one of the top three chocolate shops in the world.
Roald Dahl connection
The Piccadilly shop captured the imagination of Roald Dahl, who referenced Prestat's truffles in his novel My Uncle Oswald and is widely believed to have inspired the fantastical sweet shop in Charlie and the Chocolate Factory. The store was one of the few remaining chocolatiers to craft its own chocolates on the premises—a tradition that has now ended.
Reasons for closure
The chocolate industry has been battered by rising costs. Global cocoa prices surged to record highs in 2024, driven by crops devastated by disease and extreme weather, including flooding and droughts in key producing nations. Ghana and the Ivory Coast together account for approximately 60% of the world's cocoa production, and their struggles created a domino effect across the sector. Marasu's reportedly compounded its difficulties by pushing into premium cocoa varieties such as Criollo, leaving it exposed to cheaper rivals.
Future availability
Though the iconic store has closed, Prestat chocolates remain available online. The Prestat website is still active, and products are stocked on Ocado and Selfridges. The brand also continues to post updates on Instagram, featuring new releases and gifts.
