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A chocolate bar born in Dubai. Then the world came looking. Here's what Imagine did next for FIX Chocolatier.

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Some brands spend years building recognition. FIX Dessert Chocolatier didn't have that problem. Co-founded by Sarah Hamouda, the brand went viral on the back of a single creation — the 'Can't Get Knafeh Of It' bar, a pistachio and kunafa-filled chocolate that captured something the market hadn't seen before. It didn't just sell. It named a category. Dubai Chocolate is now a globally recognised term, and FIX is where it started.

The challenge wasn't awareness. It was what comes after.

The challenge

Viral momentum is its own kind of pressure. Consumer demand was there. Global curiosity was there. What FIX needed was a distribution partner capable of executing at the level the brand had already established — one that understood premium retail environments, travel retail logistics, and the kind of visual merchandising that doesn't dilute what you've built.

Entering travel retail and international channels isn't just a logistics problem. It's a brand integrity problem. The partner needed to understand both.

What matters in a channel like Dubai Duty Free is that every touchpoint reflects the brand. Imagine understood that without it needing to be explained.

The partnership

At the end of 2024, FIX began working with Imagine to support its international expansion. Imagine took on distribution, logistics, and the end-to-end execution of a bespoke pop-up retail concept at Dubai Duty Free — designed and delivered in line with the channel's specific requirements while staying true to FIX's premium positioning.

The placement at Dubai Duty Free was followed by facilitation of FIX's entry into Harrods in London — a placement that cemented the brand's positioning on an international stage.

The results

FIX became the first locally born artisanal chocolate brand to establish a pop-up presence in Dubai Duty Free. Within that location, it became the highest-selling confectionery brand per square metre.

Then Harrods.

"These aren't just distribution wins. They're the right rooms. That's what we needed a partner to understand."

What differentiates Imagine is precision — the ability to execute complex retail environments without losing sight of what makes the brand worth placing there in the first place. For a brand that already had the world's attention, that's not a small thing.

When you've created something with this much identity, the wrong execution in the wrong environment can do more damage than no presence at all.
Sarah Hamouda, Co-Founder — FIX Dessert Chocolatier

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