The Chocolate Box is an Australian business started by Rose and Richard Adler. In 1958, The Adlers bought a chocolate shop called “Smile Away Chocolates”, situated on Camberwell’s famous Burke Road shopping strip.
The previous owner, Miss Reed, showed the hard-working couple how to make her delicious chocolates from her small back-of-shop kitchen. These chocolates have evolved to become a regular feature of our gourmet (self selection) range.
Rose and Richard fitted their store with air-conditioning in 1960, becoming the first store in Melbourne to do so. They also imported popular international chocolate brands into their store, introducing their customers to the exciting new gourmet tastes and chocolate-making techniques coming out of Europe.
Chocolate trends are still researched overseas, however with a focus on our own label products, the percentage of Australian made chocolate in the stores is over 90% of the range.
In addition to the delicious fine quality chocolate, Richard and Rose Adler believed that customer service and a hands-on approach were key to The Chocolate Box’s success.
Those principles are still at the core of The Chocolate Box’s retail philosophy. Product sampling, boutique hand-packaged products, hampers, corporate gifting, complimentary gift wrapped assortments, seasonal products and staff product knowledge are just a few of services offered by The Chocolate Box.
The second generation of Adlers - brother and sister Gary Adler and Marion Adler-Bishop - took over the business from their parents and ran it until it was sold in December 2020.
The Chocolate Box’s "own label" product range has grown over the years from a small percentage of the range to the business' primary focus.
The Chocolate Box knew it would take time to build trust and win over their customers when they started to refocus on their "own label" assortments, bars and blocks in 1990. Starting with a few significant product lines, the own label range was introduced gradually, with great success. The Adlers and Carousel assortments were crafted from The Chocolate Box’s own blend of couverture chocolate the “superfine”.
As a result of this success, more Australian made products were added to The Chocolate Box stores than ever before, replacing well-known imported brands. Within a few years of introduction, The Chocolate Box’s range would be made up of approximately 80% Australian made products. Now the range is over 90% Australian made. Now the range is over 90% Australian made.
Today, The Chocolate Box’s range consists of boxed assortments, panned/enrobed chocolate sweets and nuts, blocks, confectionery, chocolate novelties and more.
The Chocolate Box’s online store carries over a hundred own label products, which retain much of the boutique hand-applied style of packaging that is so reminiscent of the company’s earliest days.