NeighbourhoodCentrum (near Damrak)
Food & Markets
Tony's Chocolonely Superstore
Step into a world of ethical indulgence at the flagship store of Amsterdam's most famous chocolate brand, where you can create your own custom bars and explore the mission for 100% slave-free cocoa.
Best forCustom chocolate bars and gifts
Plan for30–60 minutes
Worth knowingCard only; no cash accepted
Sweet Mission
More Than Just a Candy Shop
Tony's Chocolonely Superstore is the vibrant flagship home of the Dutch chocolate brand known for its mission to make chocolate 100% slave-free. Located in the historic Beurs van Berlage, the store serves as both a retail space and an interactive experience. Visitors are greeted by a riot of color and the scent of cocoa, with shelves stocked with every imaginable flavor combination, from classic milk chocolate to adventurous sea salt and caramel.
The store is designed to be immersive, featuring the 'mega-monster-super-choco-wall' and interactive stations that explain the inequalities in the cocoa supply chain. It is a place where the brand's serious social mission meets a playful, Willy Wonka-esque atmosphere, making it a favorite for families and ethical consumers alike.
Heritage
Cocoa Trading Roots
The location of the Superstore is deeply symbolic. It is housed within the Beurs van Berlage, a building that served as the center of Dutch cocoa trading starting in 1903. By establishing their flagship here, Tony's Chocolonely brings the story of cocoa full circle, addressing the historical and modern issues of the industry in the very place where the trade once flourished.
Tony's Chocolonely was founded in 2005 by Dutch journalist Teun van de Keuken (Tony), who was shocked to discover the prevalence of child labor and slavery on West African cocoa farms. The brand's uniquely unevenly divided chocolate bars are a physical reminder of the industry's inequality, a message that remains central to the Superstore experience today.
Must-See
Superstore Experiences
Customization
Tony's Unlimiteds
Design your own bar at the automated machines. Choose your chocolate base and mix in up to three different ingredients to create a personalized flavor profile.
Visuals
The Mega Choco-Wall
A massive, rainbow-colored display featuring the full range of Tony's bars. It is the perfect backdrop for photos and a great way to see the brand's extensive flavor library.
Exclusive Finds
Tony's Lil' Bits
Score the latest product innovations and limited-edition releases, including the Lil' Bits range, which are often available here before they hit general supermarkets.
Timing
When to Visit
Morning
Beat the Queues
The store opens at 10:00 daily. Arriving early is recommended, as queues often form outside during peak tourist hours and weekends.
Afternoon
Custom Bar Deadlines
If you want to make your own bar, note that the 'Tony's Unlimiteds' machines close earlier than the store—typically at 17:00, or even earlier on special days.
Evening
Last Minute Gifts
The store remains open until 19:00 most days, making it a convenient final stop for souvenirs before heading to nearby Amsterdam Centraal.
Visuals
Inside the Superstore
The interior is a feast for the eyes, dominated by the brand's signature bold primary colors and oversized graphics. From the mechanical chocolate-making machines to the towering displays of bars, every corner is designed to be shared and explored.
Visitor Info
Essential Details
The Superstore is a cashless environment; only debit and credit cards are accepted for all purchases. While the experience is free to enter and does not require a ticket, be prepared for potential wait times during busy periods.
Official websiteAccessibility
Physical Access
Due to the historic nature of the building and its specific location, the Superstore is unfortunately not wheelchair accessible.
Closures
Holiday Hours
The store is closed annually on April 27 (King's Day), December 25, December 26, and January 1.
Bookable experiences
Experiences around Tony's Chocolonely Superstore.
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Directions
Getting There
The store is located at Oudebrugsteeg 15, just a 5-minute walk from Amsterdam Central Station. Cross the Damrak toward Dam Square, and when you reach the Beurs van Berlage, take a left. The entrance is situated between The Seafood Bar and Meet Berlage.
FAQ
Common Questions
Do I need a ticket to enter?⌄
No, entry to the Tony's Chocolonely Superstore is free and no tickets are required.
Can I pay with cash?⌄
No, the store is card-only. They accept debit and credit cards but do not take cash.
How long does it take to make a custom bar?⌄
The 'Tony's Unlimiteds' machines allow you to design a bar quickly, but the machines close at 17:00 daily, two hours before the store closes.
Is the store accessible for wheelchairs?⌄
Unfortunately, the Superstore is not wheelchair accessible due to its location and building layout.