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National Chocolate Day is getting a little bit sweeter for New Yorkers this year with the arrival of Bissinger’s Handcrafted Chocolatier, opening October 28 inside Macy’s Herald Square.
The family-owned brand, which traces its origins back more than 350 years to Paris, is unveiling its first-ever New York boutique: a milestone moment for a chocolatier that’s long prided itself on marrying old-world craftsmanship with modern indulgence. Located on the sixth floor of Macy’s Herald Square, the new shop transforms a corner of the historic department store into a full-fledged chocolate destination, inviting visitors to sample, shop and savor its artisanal creations.
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Bissinger’s has long been a quiet legend among chocolate devotees. Founded in the 17th century, the family behind the brand was dubbed "Confiseur Imperial" (Confectioner of the Empire) by King Louis XIV, going on to serve French royalty at the Palace of Versailles.
The brand built its reputation on small-batch production and meticulous sourcing, and still hand-pours and packages with the same precision. Until now, New Yorkers had to rely on online orders or gifts to taste the storied chocolates firsthand. The Herald Square boutique changes that, giving the brand its first brick-and-mortar presence in the city.
Inside, Bissinger’s is as much a sensory experience as it is a shop. Curated displays highlight the company's signature truffles, chocolate bars and seasonal assortments, while tasting stations invite guests to explore textures and flavors from silky caramels to dark cacao blends. The design nods to the brand’s European heritage, pairing gold accents and marble counters with a clean, contemporary feel that mirrors the energy of Manhattan itself.
On opening day, the curious and the chocolate fiends can also witness a live dipping station and enjoy free samples. The boutique will operate under Macy’s regular hours, open from 10am to 9pm on weekdays and later on weekends. It’s an ideal detour for anyone navigating Midtown’s rush, whether you’re picking up a gift, sneaking a mid-day treat or just have time to kill before your train departs Penn Station.