Mary
Mary is a 105-year-old Belgian artisanal chocolate producer (Mary S.A./N.V., founded 1919) selling handcrafted Criollo-bean pralines, truffles, and single-origin bars through 8 Belgian boutiques, 5 Japanese Madame Delluc stores, a global DTC e-commerce site, and a B2B corporate gifts program.
- Company typePrivate
- Founded1919
- HeadquartersBrussels, Belgium
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Mary does
Mary is a Belgian artisanal chocolate producer operating as Mary S.A./N.V., founded in 1919 by Mary Delluc in Brussels and currently headquartered in Ganshoren, Brussels. The company manufactures handcrafted pralines, truffles, ganaches, caramels, cream-filled chocolates, and marzipan products in its Brussels atelier, using exclusive Criollo cocoa beans sourced from its own plantation — Mary's Hacienda Maya Cacao Criollo in Tikul, Mexico, established in 2012. Criollo represents only 5% of global cocoa production, and the company holds Belgian Royal Warrant Holder status (Fournisseur Breveté de la Cour de Belgique) continuously since 1942, alongside ISO 22000, HACCP-compliant internal controls, and Cacao Trace certification.
Mary distributes through 8 owned retail boutiques in Belgium (six in Brussels at Galerie de la Reine, Grand Place, Lombard, Royale, Toison d'Or, and Rob; plus Antwerp and Bruges) and 5 boutiques in Japan under the Madame Delluc sub-brand (Hotel New Otani Tokyo, Ariake Garden, Hilton Plaza Osaka, Takashimaya Takasaki, Kyoto Gion), supplemented by a direct-to-consumer e-commerce platform at www.mary.be shipping to 22+ countries via DHL, and a B2B corporate gifts division. The product portfolio spans iconic praline boxes (Rosine line), ballotin assortments from 25g to 1kg, seasonal limited editions (2025 Valentine's Jardin Secret, Promesse, Eden), single-origin chocolate bars, fruit pastes, and a small branded accessories line.
Revenue is generated through unit-priced premium retail and DTC sales plus customizable B2B corporate gifting orders, with no subscription, gift card, or discount-code pricing model. The company employs 11-50 people and serves two primary customer segments — affluent individual luxury chocolate consumers and corporate/business clients — with a horizontal segmentation approach. Pricing is product-specific and displayed only on the online store, and there is no publicly disclosed revenue, funding history, or external investor involvement.
Mary firmographics
Firmographics- Name
- Mary
- Legal name
- Mary S.A./N.V.
- Website
- https://mary.be
- Company type
- Private
- Founded year
- 1919
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mary is a 105-year-old Belgian artisanal chocolate producer (Mary S.A./N.V., founded 1919) selling handcrafted Criollo-bean pralines, truffles, and single-origin bars through 8 Belgian boutiques, 5 Japanese Madame Delluc stores, a global DTC e-commerce site, and a B2B corporate gifts program.
- Ownership category
- akta.pro rank
Mary industry classification
Industry- Product category
- Premium Artisanal Confectionery
- NAICS
- Chocolate and Confectionery Manufacturing (31135), Chocolate and Confectionery Manufacturing from Cacao Beans (311351)
- SIC
- Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Chocolate & Chocolate Confectionery (CRADABAA)
- akta.pro secondary industry
- Chocolate & Confectionery Shops (THAFAGAD)
Keywords
Where Mary is headquartered
LocationHeadquarters
- HQ city
- Brussels
- HQ country
- Belgium
- HQ region
- Europe
Offices16 records
Markets served
Mary business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Chocolate Sales: Revenue from direct sales of hand-crafted Belgian chocolates, pralines, truffles, chocolate bars, and accessories through owned retail boutiques in Belgium and Japan.
- E-commerce Direct Sales: Online sales through www.mary.be delivering chocolates to consumers across Europe, USA, Canada, Japan, and South Korea with DHL shipping.
- Corporate/Business Gifts: B2B sales of customizable chocolate gift boxes for corporate events, client appreciation, and business partnerships through dedicated business gift catalog.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium artisanal pralines and truffles |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Mary product offering
Product offeringCore offering
Mary is a Belgian artisanal chocolate manufacturer and retailer founded in 1919 that produces premium handcrafted pralines, truffles, chocolates, and confectionery sold through its own boutiques and online store. The company also supplies customized corporate gifting solutions to business clients. Mary controls a portion of its cocoa supply via its own plantation and manufactures products in Belgium under strict food safety standards.
Product overview
Mary is a Belgian artisanal chocolate company founded in 1919 by Mary Delluc in Brussels, operating as a single unified product portfolio of handcrafted Belgian chocolates. The offering is organized into four main categories: Les Icônes (iconic praline assortment boxes including Rosine, Rosine rose, and Rosine verte), Les Ballotins (assortment boxes in various sizes from 25g mini to 1kg), Les Autres Coffrets (themed collections including seasonal Valentine's lines like Jardin Secret, Promesse, and Eden, plus truffles and Napolitains), and Les Petits Plaisirs (individual chocolate treats including chocolate-covered coffee beans, gianduja products, orangettes, gingembrettes, truffettes, Florentins, fruit pastes, and chocolate bars from various origins). The company also produces non-chocolate products including cocoa powder, hazelnut spreads, and fruit chews. A small accessories line features branded merchandise such as keychains, scarves, and pins. All chocolates are certified Cacao Trace and use premium Criollo cocoa beans sourced from the company's own plantation in Mexico, with a focus on traditional craftsmanship, quality ingredients, and the harmony of flavors, aromas, textures, and appearance.
Differentiator
Problem solved
Functional benefit
Brands
- Madame Delluc: Sub-brand operating retail chocolate boutiques in Japan, with locations in Tokyo (Hotel New Otani, Ariake Garden, Azabu Juban), Osaka (Hilton Plaza), Takasaki (Takashimaya), and Kyoto (Gion).
- Mary's Hacienda Maya Cacao Criollo
Products and services
- Assorted Pralines and Truffles
Companies that use Mary
Customer profileSegments2 records
Ideal customer profiles2 records
Mary technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mary partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Cacao TracecoreCacao Trace certification partnership for Mary's Hacienda Maya Cacao Criollo plantation beans. Cacao Trace ensures quality and sustainability standards, symbolizing Mary's commitment to exceptional cocoa sourcing and ethical production practices.
- DHLminorExclusive logistics partner for international delivery of chocolates, shipping to Europe, USA, Canada, Japan, and South Korea within 2-5 business days.
- Mayan Community of TikulcoreLocal Mayan population near Tikul plantation cultivates Mary's cocoa using ancestral methods. Mary supports community with above-standard wages and improved living conditions, creating a sustainable partnership.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Mary competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Mary social profiles
Digital presenceMary compliance and trust
Trust signalCompliance3 records
Mary financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mary leadership team
Management profileNumber of profiles
Mary subsidiaries and ownership
Company hierarchySubsidiaries14 records
Mary funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mary M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mary
What does Mary do?
Mary is a Belgian artisanal chocolate manufacturer and retailer founded in 1919 that produces premium handcrafted pralines, truffles, chocolates, and confectionery sold through its own boutiques and online store. The company also supplies customized corporate gifting solutions to business clients. Mary controls a portion of its cocoa supply via its own plantation and manufactures products in Belgium under strict food safety standards.
Is Mary a public or private company?
Mary is a private company. It is classified as family owned and is currently operating.
When was Mary founded?
Mary was founded in 1919. It employs 11 to 50 people.
Where is Mary based?
Mary is headquartered in Brussels, Belgium, in the Europe region.
How does Mary make money?
Three revenue lines are on record. Retail Chocolate Sales are the primary driver. The others are E-commerce Direct Sales and corporate/Business Gifts.
Does Mary have an API?
No public API is recorded for Mary.
What industry is Mary in?
Mary's product category is Premium Artisanal Confectionery. Its primary akta.pro industry code is CRADABAA, Chocolate & Chocolate Confectionery, with a secondary code of THAFAGAD, Chocolate & Confectionery Shops. Its NAICS code is 31135 and its SIC code is 2060.