Kouvolan Lakritsi opens flagship shop next to Bubs in Helsinki

Finnish confectionery company Kouvolan Lakritsi will open a flagship shop in central Helsinki on 5 September, next to Swedish candy brand Bubs, Yle reports.

The company has previously operated its only shop beside its factory in Kouvola. Chief executive Santeri Nisula said the new shop had been planned since spring.

The shop on Keskuskatu was chosen because large numbers of people pass through the area. The company wants to raise the visibility of its brand despite the Finnish confectionery market being partly dominated by large companies.

“We want to show that we are here and that we are coming strongly,” Nisula said.

Company hopes to attract attention

Bubs’ Helsinki shop attracted long queues before it opened, with people reportedly waiting outside from the previous evening. The queue reached 200 metres.

Nisula hopes Kouvolan Lakritsi will receive at least as much attention. The company plans to hand out free licorice to help draw visitors.

Kouvolan Lakritsi has also attracted attention through an agreement with the city of Kouvola. Under the arrangement, the city was briefly named Lakula, a reference to the Finnish word for licorice.

Growth remains the goal

Kouvolan Lakritsi has operated for 120 years. After opening a second factory in 2023, its turnover increased by 37 per cent.

Much of the growth came from Finland, but the company aims to expand in international markets. In Kouvola, its growth has resulted in nearly 10 new jobs at the company this year.

The company’s turnover was approximately 7.3 million euros in 2025.