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The Cocoa Trees is Asia’s leading retail concept store of premium chocolate and confectionery brands. It is a retail company under Focus Network Agencies (FNA) Singapore. With more than 80 international renowned brands, the company has grown into Asia's biggest distributor and retailer of chocolate and confectionery products, with more than 70 stores in the Asia-Pacific region. FNA has also branched out to travel retail and has since become the largest retailer of chocolate and confectionery products at Changi Airport, with a total of 12 stores. In 2014, FNA secured tenders to operate a the departure lounges of Terminal 1 and 3. Other than their retail branches, FNA also supplies and distributes chocolates to supermarkets in Singapore and overseas.



History
FNA was founded in 1991 when the Duty Free Store Singapore (DFS) closed down their Chocolates Trading Division. Mrs Esther Loo who was then the head of chocolate division at DFS took over and started her own distribution company. [1] The company started out with 5 staff and two agency lines- Hawaiian Host and Droste. In the same year, FNA posted a turnover of $1 million. [5] From 1991 to 1993, FNA saw a rapid expansion of their distribution networks and retail division with the acquisition of three more chocolate brands and the opening of their first retail outlet, FNA Chocolate Boutique. Mr Loo Lip Giam, current Group Chief Executive Officer and husband of Mrs Esther Loo, joined the company in 1994. FNA Chocolate Boutique was renamed The Cocoa Trees in 2000. In 2003, FNA received an investment sum of $5 million from ABR Holdings, the company behind the Swensen’s franchise and its partners. ABR Holdings sold their shares in 2012. In 2014, FNA received an undisclosed amount of investment from Heliconia Capital Management, an investment arm of Temasek Holdings. FNA plans to step up the company’s overseas expansion plans with the latest funds.

Worldwide and Local Divisions
FNA’s Regional Distribution (Travel Retail) Division has established a Pan-Asian distribution network. The Cocoa Trees has branches and outlets operating out of China, Hong Kong, India, Korea, the Maldives, Malaysia and Taiwan. The company also owns Cocoa and Co. and Choc Spot.

Concept Stores
Choc Spot and Cocoa & Co. are concept stores set up by The Cocoa Trees to target sub-urban malls in Singapore.

Choc Spot

The stores are located at West Mall, Bedok Mall, Nex, Sembawang Shopping Centre, West Gate, Compass Point (Grand Final). Located near residences, it offers a variety of confectionery brands at reasonable and affordable prices. Choc Spot outlet at Bedok Mall

Cocoa & Co. Cocoa & Co. outlet at Changi Airport Terminal 1

Cocoa & Co is a captivating concept store which is suitable for all ages. There are 5 outlets in Singapore Changi Airport. Cocoa & Co provides a great variety of brands and an assortment of candies and chocolates.

M&M’s Concept Stores M&M’s Concept Stores (M&M’s WORLD) are available at Singapore Changi Airport terminals. M&M'S WORLD® is a series of stores that specialize in everything from M&M'S®. In October 2011, a partnership between FNA, Mars International Travel Retail (ITR) and Changi Airport Group (CAG) saw the first opening of a 40sqm M&M’s® concept store at Singapore Changi Airport’s Terminal 1. In the following year, the partners opened its flagship store at Changi Airport’s Terminal 2 departure transit lounge. Subsidiaries

Besides distributing and retailing chocolates, FNA has ventured into other businesses owning subsidiary companies Hydro Style and Interiors Affairs and Global Vintage Network Pte. Ltd.

Hydro Style and Interiors Affairs[5]

Hydro Style founded in 2004 is Singapore’s largest importer and distributor of designer European kitchen and bathroom supplies. Interiors Affairs, the retail arm of Hydro Style, was launched in 2010. Interiors Affairs showcases the products carried by Hydro Style in its showroom.

Global Vintage Network Pte Ltd

Established in 2004 Global Vintage Network Pte. Ltd is a subsidiary company of FNA. Global Vintage Network is a distribution company of wines in the region.

Achievements
Small Medium Enterprise (SME) Growth Excellence Company The Singapore SME Growth Excellence companies are selected and ranked based on their audited financial figures, i.e. Sales/Turnover or Net Profit. The Cocoa Trees was awarded for their outstanding performance in 2007.

Singapore SME 500 Company in 2008 The Singapore SME 500 companies are selected and ranked based on their audited financial figures, i.e. Sales/Turnover or Net Profit. The Cocoa Trees was one of the companies mentioned.

Singapore 1000, SME 1000 and Singapore International100 Companies which have achieve the highest achievements in the quantities management are considered for this award. The judging panel will examine the financials and business profiles of the corporations/SMEs for the following elements, the nature of the company’s core business, profile of the shareholdership and the ultimate shareholders, any recent/currently reported information that affects the standing of the company and adherence to corporate governance before awarding the nominated companies. There are sub-categories under the Categories of Singapore 1000, SME 1000 and Singapore International 100. FNA won the award in 2009 for Singapore 1000 under the sub category of Sales/Turnover Growth Excellence Award in 8 Industries.

Singapore Prestige Brand Award The award was established in 2002 by the Association of Small and Medium Enterprises (ASME) and Lianhe Zaobao. Singapore Prestige Brand Award recognises and honours reputable Singapore brands. There are 5 main award categories- Promising Brands, Established Brands, Heritage Brands, Maybank Regional Brands and Special Merit. The Cocoa Trees brand won the Established Brands category in 2009

Ernest and Young(EY) Entrepreneur of the Year Award The EY Entrepreneur of the Year is a yearly awards program that recognises Singapore’s top entrepreneurs for their economic contributions to the society. The winner is chosen based on 6 categories- entrepreneurial spirit, financial performance, strategic direction, innovation, global impact and personal integrity/influence.

Mr Loo was awarded the overall winner of the EY Entrepreneur of the Year Award 2013 Singapore. [7] He represented Singapore at Monaco, competing with 60 other EY country winners for the top prize.

List of Products
P2 some sweets and chocolates found at The Cocoa Trees outlet at Tanglin Mall, Singapore

Timeline
1991	FNA is established with 5 staff and 2 Agency lines: Hawaiian Host and Droste.

1992-1993	FNA acquired additional Agency lines: Ritter Sport, The Belgian and Golden Boronia.

1993	FNA Chocolate Boutique is established

1994-1995	FNA established Malaysia’s trading arm, FNA Manufacturing Sdn. BHd. & FNA Marking Sdn. Bhd. set up a chocolate manufacturing plant in Kuala Lumpur and started the Food Services Division.

1996-1997	FNA expanded into Duty-Free business regionally. The company was officially appointed by Kraft Jacob Suchard as Regional Duty-Free Distributor: Toblerone, D’aim; Cote d’Or & Milka.

1998-1999	Masterfoods (M&M’s; Celebrations and Snickers) and Ferrero Rocher were added into the distribution list of FNA 2000-2001	FNA was appointed the sole distributor for Swiss Delice in Singapore by Migros Industries, Switzerland over 8 other local distributors. FNA’s retail store was renamed as ‘The Cocoa Trees’.

2002-2003	FNA’s Regional Duty-Free business moved to a new 50,000 sq.ft. office cum warehouse.

2004-2005	FNA expanded the retail concept store ‘The Cocoa Trees’ regionally and started Global Vintage Network Pte Ltd & Hydro Style Pte. Ltd.

2006-2007	FNA opened an additional 4 ‘The Cocoa Trees’ retail stores at Changi International Airport T1 &T2,adding up to 15 store in total and expanded into China through the acquisition of distribution company, Shanghai Ines Trading Co. Ltd. The company also set up the PT Focus Network Agencies Indonesia.

2008-2010	FNA secured major confectionery concessions at Changi Airport Terminals at Terminals 1,2 and the Budget Terminal, becoming the largest retailer of chocolate and confectionery products at Changi Airport.

2011-2012	FNA succeeded in setting up its first stores in Aamchi Mumbai, India, at Breach Candy in 2011. FNA secured major concessions at Changi T3 and opened a specialty Godiva Kiosk at T1, 3 M&M’s Concept stores and 3 Cocoa & Co. at T2 and T3. Went into a joint-venture with Ho Bee Holdings (Pte) Ltd.

Community Involvements
FNA has been actively involved in community projects and providing support for non-profit organisations. The company also provides students with internships.

The Cocoa Trees Endowed Bursary The Cocoa Trees Endowed Bursary was established in 2014. It aims to provide support in terms of financial aids to undergraduates from the School of Economics at the Singapore Management University (SMU). Three bursaries will be awarded per year.