Thorntons
A historic British chocolate and confectionery brand founded in Sheffield in 1911 and now owned by Ferrero.
Last updated August 31, 2026
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Overview
Thorntons is a British chocolate and confectionery brand with roots in Sheffield, Yorkshire, where William Joseph Thornton and his father, Joseph Thornton, opened the first Thorntons shop in 1911. The business began as a family-led confectionery retailer and manufacturer and became particularly associated with toffee, fudge, boxed chocolates, seasonal gifts and other products sold through its own shops and later through supermarkets and digital channels. During its early decades, Thorntons developed a strong reputation as a toffee and fudge maker. The Second World War and the subsequent period of rationing constrained the confectionery industry, but the end of post-war rationing helped the company broaden its offer. Thorntons increasingly emphasized Belgian- and Swiss-style chocolate, boxed assortments and gift products, building a position around accessible premium confectionery rather than mass-market chocolate bars alone. The brand's retail identity was historically important: dedicated shops provided a controlled environment for seasonal gifting, personalized products and a wide range of chocolate assortments. The Thornton family remained influential for much of the company's history. William Norman Hinsby Thornton, the founder's son, became a manager at a young age, while Peter Thornton, the founder's grandson, later served as chairman. As the company expanded its store base and manufacturing operations, it became one of Britain's largest confectionery-only businesses. Its sales were highly seasonal, with a substantial share concentrated in the periods before Christmas and Easter. This pattern made staffing, production planning and store economics difficult, particularly when consumer preferences shifted toward supermarkets, value retailers, premium specialist brands and online shopping. The company encountered mounting strategic and trading difficulties in the late 2000s and early 2010s. Although reported turnover reached £214.8 million in 2009, operating profit was reported at £7.94 million, reflecting pressure on profitability despite revenue growth. Jonathon Hart became chief executive in January 2011, and a subsequent strategic review led to plans to close between 120 and 180 shops. The business continued to adjust its retail footprint and proposition as competition intensified and the economics of a large dedicated-store network became less favorable. Ferrero agreed to acquire Thorntons in June 2015 for £112 million. The transaction brought the British brand into the Italian confectionery group, whose portfolio included globally established chocolate and confectionery brands. Under Ferrero ownership, Thorntons remained a recognizable British brand while its commercial emphasis increasingly moved away from a large standalone shop estate. Investment during the 2017–2018 financial year was associated with increased sales and production, and some locations experimented with café formats offering food and drinks alongside confectionery. The COVID-19 pandemic accelerated the shift away from physical retail. In March 2021, Thorntons announced that all 61 remaining stores would close after pandemic restrictions were lifted. The company said its website had recorded a 70 percent year-on-year increase in sales and described the restructuring as a move toward online sales and supermarket distribution. Thorntons therefore continued as an active brand, but no longer primarily as a national chain of company-operated chocolate shops. Its contemporary identity is centered on chocolate boxes, gifting, seasonal confectionery and products distributed through e-commerce and grocery channels. The brand retains a heritage-led positioning built on its 1911 origin, British confectionery history and long association with chocolate gifts.
History
Thorntons was established in Sheffield in 1911 by William Joseph Thornton and his father, Joseph Thornton. The first shop operated on Norfolk Street, and the business developed from a family confectionery retailer into a manufacturer and seller of chocolate, toffee, fudge and gift products. William Norman Hinsby Thornton, the founder's son, became involved in management at an early age, helping maintain the family's influence over the company. Toffee and fudge were important parts of Thorntons' early identity. Wartime conditions and rationing restricted the availability of confectionery ingredients, but the end of rationing allowed the company to expand its chocolate range. It increasingly promoted Belgian- and Swiss-style chocolate in boxed assortments and gift sets. Over time, Thorntons became one of the United Kingdom's largest confectionery-only businesses, supported by manufacturing operations and a broad network of dedicated shops. The company's retail model was strongly seasonal. Christmas and Easter accounted for a significant share of sales, creating operational challenges in manufacturing, staffing and inventory management. In 2009, reported turnover was £214.8 million, while operating profit was £7.94 million. The gap between revenue growth and profitability reflected the pressures affecting the business as consumers gained more alternatives through supermarkets, value retailers, competing specialist brands and online shopping. Jonathon Hart joined Thorntons as chief executive in January 2011. A strategic review that year resulted in the announcement that between 120 and 180 shops would close. The business continued to reduce its reliance on a large physical estate and explored ways to make selected sites more productive, including café concepts that combined confectionery with eat-in and takeaway food and drinks. In June 2015, Ferrero agreed to acquire Thorntons for £112 million. The purchase transferred the historic British brand to the Italian confectionery group and provided access to a larger international confectionery organization. During the 2017–2018 financial year, investment was accompanied by higher sales and production, although the brand's store strategy remained more selective than in its earlier expansion period. The COVID-19 pandemic accelerated the structural change in Thorntons' distribution model. On 15 March 2021, the company announced that its remaining 61 stores would close once government restrictions had been lifted. Thorntons said that website sales had risen by 70 percent compared with the previous year and that the business would focus on online sales and supermarket distribution. The closure of the dedicated stores marked the end of Thorntons' long-standing national retail-chain format, but not the end of the brand. Thorntons continues as a Ferrero-owned British chocolate brand associated with boxed chocolates, seasonal gifting, toffee, fudge and heritage confectionery.
- 2021
Remaining Thorntons stores are scheduled to close
[1]Thorntons announces the closure of all 61 remaining retail stores and a stronger focus on online and supermarket distribution.
- 2020
Thorntons receives a Lausanne Index Prize bronze award
[1]The brand is listed as receiving the bronze award in the Lausanne Index Prize.
- 2018
Investment supports higher sales and production
[1]Thorntons records increased sales and production during the 2017–2018 financial year and continues to test diversified café-style locations.
- 2015
Ferrero acquires Thorntons
[1]Ferrero agrees to purchase Thorntons for £112 million, making the British brand part of the Ferrero group.
- 2011
Large-scale shop-reduction plan is announced
[1]Following a strategic review under chief executive Jonathon Hart, Thorntons announces plans to close between 120 and 180 shops.
- 2009
Revenue grows while operating profit comes under pressure
[1]Reported turnover reaches £214.8 million, while operating profit is reported at £7.94 million amid concerns about seasonality and trading performance.
- 1911
Thorntons is founded in Sheffield
[1]William Joseph Thornton and his father, Joseph Thornton, establish the business and open its first shop on Norfolk Street in Sheffield.
- 1911
The business begins as a family confectionery retailer
[1]The early company develops around retail confectionery, with the Thornton family remaining closely involved in management.
Products and positioning
A heritage British chocolate and confectionery brand positioned around gifting, seasonal occasions and accessible premium products.
Chocolate gifts
Boxed chocolates
Boxed chocolate assortments are central to Thorntons' historic proposition. They are designed primarily for gifting and seasonal occasions and reflect the brand's long-running emphasis on varied chocolates, decorative presentation and accessible premium positioning. These products were historically sold through Thorntons shops and are now associated with online and grocery distribution.
Confectionery
Toffee
Toffee was one of Thorntons' defining early product categories. The company was established as a confectionery business with a strong reputation for toffee and retained that heritage association as it expanded into chocolate assortments and gift confectionery.
Confectionery
Fudge
Fudge formed part of Thorntons' traditional confectionery range, particularly during the brand's earlier manufacturing history. It represents the company's pre-chocolate heritage and remains part of the broader set of products associated with the Thorntons name.
Seasonal confectionery
Seasonal chocolate confectionery
Thorntons has long relied on seasonal chocolate gifting, especially around Christmas and Easter. Seasonal products include decorative chocolates and gift formats intended for special occasions, a commercial focus that historically made the business highly dependent on a small number of peak selling periods.
Marketing campaigns
- 2007Edible chocolate billboard
United Kingdom
Thorntons created a large edible billboard outside its Covent Garden shop in London. The chocolate structure incorporated bunnies, eggs and heavy chocolate panels and was consumed by the public within approximately three hours. The promotion was intended to attract attention and recover custom amid competition, weaker demand for deluxe chocolate gifts and disappointing summer sales.
Outcome. The installation generated a highly distinctive publicity event and was eaten by visitors, although longer-term commercial results were not stated.
Brand decisions
2021
Exit the company-operated retail-store networkStrategyBackground
COVID-19 restrictions forced Thorntons stores to close for much of 2020 and accelerated the shift toward digital and supermarket purchasing.
Action taken
Thorntons announced that all 61 remaining retail stores would close after restrictions were lifted, while the business would focus on online sales and supermarket distribution.
Aftermath
The announcement ended Thorntons' national chain of dedicated retail stores. The company reported a 70 percent increase in website sales compared with the previous year.
Website sales year-on-year change. 70% increase (2020–2021 announcement context)
2018
Test diversified retail formatsStrategyBackground
Ferrero investment supported efforts to improve Thorntons' commercial performance while the company operated fewer new standalone shops.
Action taken
Some locations were diversified into cafés offering eat-in and takeaway food and drinks alongside traditional confectionery.
Aftermath
The café format formed part of a broader effort to make selected physical locations more relevant and productive.
2015
Sell the company to FerreroM&ABackground
Thorntons was operating in an increasingly competitive confectionery market and had been dealing with the limitations of its retail-heavy model.
Action taken
Ferrero agreed to acquire Thorntons for £112 million.
Aftermath
Thorntons became part of Ferrero while retaining its British brand identity and confectionery heritage.
Acquisition value. £112 million (June 2015 transaction announcement)
2011
Reduce the dedicated-shop estateStrategyBackground
Thorntons faced trading pressure, strong sales seasonality and the operational burden of maintaining a large retail network.
Action taken
Following a strategic review, the company announced plans to close between 120 and 180 shops.
Aftermath
The move began a longer-term shift away from a large standalone-store model toward more selective retailing and other distribution channels.
Recent events
Thorntons announces plans to close all 61 stores[3]
Reported:
Thorntons announced plans to permanently close its 61 stores, with 603 jobs impacted. The article reports the decision and planned closures, not that the closures had already occurred.
Sources3 sources
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