Business: Lindt Factory Outlet

Location: 11 N. Christopher Columbus Blvd., in Atlantic City Tanger Outlets

Owner: Lindt & Sprüngli

Spokeswoman: Christine Bullen, vice president for Lindt USA

Employees: 7 to 10

Phone: 609-344-1513

Credit Christine Bullen for getting a shop full of Lindt & Sprüngli premium chocolate into the Atlantic City Tanger Outlets.

Bullen may live in New Hampshire now, where she’s a vice president for Lindt USA, but she moved there from North Jersey and had family outside of Atlantic City.

On several visits to family, she said, she enjoyed shopping in the city, coming down by car with her daughter.

“On one of those trips, I saw an empty space and contacted the real estate guy here, and he contacted a broker, and it ended up working out,” Bullen said.

This past weekend, the Lindt Factory Outlet store opened on Christopher Columbus Boulevard, next to the Del Sol store and behind the large Nike store.

The store carries many kinds of chocolates and pralines made by Swiss-based Lindt & Sprüngli, the world’s sixth largest chocolate company and the largest premium chocolate maker, Bullen said. Examples of other premium makers, a designation based on ingredients and processing, include Godiva and Ghirardelli, the latter of which Lindt & Sprüngli also owns.

The Atlantic City store will have more than 500 varieties of chocolate. And as a factory outlet, “depending on the time of year, you could find prices 50 to 70 percent off retail,” Bullen said.

The special pricing is possible because the store will carry seconds as well as first quality.

“The seconds might have a wrapper that’s on crooked, or maybe the weight of the bar is off — but always more, never less,” she said. “There might be an imperfection in the packaging, but all of the chocolate is of the same high quality.”

Store personnel are also trained to provide information and answer questions about Lindt Chocolate R.S.V.P., the company’s direct sales division, she said.

What will amaze most customers, though, is the full variety, she said.

“Most people who haven’t been to a Lindt store have never seen all 65 kinds of chocolate bars. They’re probably familiar with three or four,” Bullen said.

The store brings to nearly 50 the retail locations for Lindt USA, which is now expanding into the Midwest and West Coast, she said. The nearest existing location is in Tinton Falls, Monmouth County.

Business editor Kevin Post