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The completed Diplomats concept store in Riga with its central counter and full product display
Diplomats retail partnership

Bring the Diplomats Retail Experience to Your Market

Open a distinctive seafood store supported by the Diplomats brand, a complete store-design system, a broad product portfolio and more than a century of seafood experience.

1907
Seafood-making heritage in Engure
100+
Product variations in the wider portfolio
2
Implemented Diplomats concept stores
3
Adaptable retail formats
01Choose the right expression

Three formats. One recognisable experience.

The right format follows the market, premises and partner—not a fixed template imposed on every location.

Completed Diplomats Riga store with product walls, furniture and a welcoming central table
Complete brand experience

Diplomats Store

A full mono-brand destination with the broadest assortment, immersive storytelling and a considered customer journey.

Space
Defined after the premises and market review
Location
High-quality urban retail or destination location
Assortment
Broad active Diplomats portfolio
Best fit
Partners ready to build a flagship local presence
Discuss this format
Approved Engure compact store design visual showing the branded product wall and customer table
Focused standalone format

Diplomats Compact Store

A smaller standalone store that preserves the essential Diplomats atmosphere, product breadth and service quality.

Space
Configured around a reviewed compact site
Location
Neighbourhood, coastal or specialist retail setting
Assortment
Curated core range with local relevance
Best fit
Operators seeking a focused branded store
Discuss this format
Approved retail design visual showing a focused branded display within a wider store environment
Brand presence within retail

Diplomats Shop-in-Shop

A controlled branded environment inside an established store, designed to make Diplomats easy to discover and understand.

Space
Defined by the host location and approved module
Location
Premium grocery, delicatessen or complementary retail
Assortment
Focused selection suited to the host audience
Best fit
Established retailers adding a distinct seafood destination
Discuss this format

Indicative requirements depend on premises, city, market and local construction conditions.

02A considered retail proposition

Why the concept works.

The store brings product, place and brand character together in a format that feels specific rather than generic.

01

A recognisable story

A brand shaped by Engure, craftsmanship and more than a century of seafood experience gives the store a story customers can understand.

02

A wide product world

The range supports everyday choices, gifts, premium serving and active lifestyles without becoming a generic grocery offer.

03

A complete visual system

Store planning, furniture direction and merchandising are developed as one coherent customer experience.

04

Commercial discipline

Every opportunity begins with the market, location, operator and realistic investment capacity—not a one-size-fits-all promise.

03From site to customer experience

A real store, developed step by step.

The Engure project shows how an ordinary space became a coherent Diplomats retail environment.

The original Engure retail premises before the Diplomats store project
Engure store project

The original space

The Engure premises before the new retail concept was developed.

Authentic project photography
04Clear responsibilities

Supported by SIA Unda. Operated by the partner.

The strongest partnerships make ownership clear from the beginning.

What SIA Unda provides

Brand and Store Concept

Approved brand use, retail-format direction, store-planning guidance and a coherent Diplomats customer experience.

Interior and Merchandising

Layout review, 3D direction, furniture specifications, product zoning and visual-merchandising guidance.

Product and Launch Support

Assortment planning, product knowledge, opening preparation and a pre-opening SIA Unda review.

Ongoing Commercial Support

Portfolio development, agreed campaign materials, brand audits and regular commercial dialogue.

What the partner provides
  1. 01

    Secure and fund suitable premises, permits, renovation and local professional services.

  2. 02

    Operate the store, recruit the team and maintain excellent customer service.

  3. 03

    Follow the approved brand, furniture and merchandising system.

  4. 04

    Maintain the agreed range, stock availability, payment discipline and reporting.

  5. 05

    Protect the brand locally and participate in regular store audits.

05Commercial orientation

A transparent starting point.

Indicative guidance helps partners assess fit before site-specific design and commercial work begins.

Store licence & launch feefrom €5,000

May cover defined store-licence rights, concept onboarding, project adaptation and launch support. Exact inclusions are contract-specific.

Furniture guidancefrom €5,000

A starting orientation only. The final amount follows the approved format, dimensions, materials, local production and fit-out scope.

Total investment guidancefrom €25,000

Not a project guarantee. Premises, construction, equipment, stock, permits, professional services and working capital vary by market.

Standard turnover royalty0%

The standard model has no ongoing percentage royalty on store turnover. Other agreed fees, product purchases, services and licences remain separate.

06Rights without ambiguity

Store, territory and e-commerce are separate.

A Diplomats store licence is a defined retail right. It does not silently expand into other commercial channels.

Physical store licence

Operate the approved format.

The licence covers a specific store, location and brand system under the agreed operating conditions.

  • No automatic distribution rights
  • No wholesale or private-label rights
  • No automatic e-commerce rights
Territorial store exclusivity

Performance earns protection.

Store-development exclusivity applies only to approved official mono-brand Diplomats stores in the defined territory and period. It does not automatically grant distribution or other channel rights.

International exclusivity may begin with a 3-year term and an agreed first-store opening expectation of approximately 36 months.

Latvia remains directly managed by SIA Unda; territorial exclusivity is not available.
Official e-commerce licence

A separate digital agreement.

Official direct-to-consumer e-commerce rights require a separate paid licence and agreement. The platform, brand and domain remain under SIA Unda control.

Exclusive online status ends if the related physical-store exclusivity expires or is lost, unless a separate written arrangement is agreed.

  • SIA Unda controls the platform, brand and domain
  • Local operations follow agreed admin permissions
  • Other SIA Unda commercial channels remain unaffected
Exclusivity and KPI

Exclusivity depends on the agreed opening plan, increasing market-specific purchasing KPIs, brand compliance, payment discipline and continuing commercial performance.

The territorial fee uses a base amount and a population component for the approved territory. Exact calculations are prepared internally after review; no public calculator is provided.
07 / Designed to remain Diplomats

The environment is part of the licence.

Layout, materials, furniture, signage and merchandising are reviewed as one system. Local adaptation is welcome when it strengthens the store without weakening recognition.

  • Site and layout approval
  • Approved furniture direction and specifications
  • Brand-controlled signage and visual language
  • Pre-opening review and regular store audits
Approved Diplomats retail design detail showing custom furniture and material direction
08The product remains central

A range worth exploring.

The store is built to reveal the depth of Diplomats—not to reduce the brand to a few bestsellers.

01

A broad Diplomats range

At launch, the store is expected to carry at least 90% of the active product assortment, subject to market registration and supply availability.

02

Merchandising with purpose

Every shelf should help customers navigate taste, occasion and serving—not simply display stock.

03

Other products by approval

Unrelated third-party products are not part of the standard model. Coffee may be included; selected local products require prior written approval.

Explore the Diplomats product portfolio
09Implemented in Latvia

Two stores. Two settings. One character.

The model has already been translated into an urban flagship and a more intimate coastal location.

Wide interior view of the completed Diplomats concept store in Riga
Diplomats Riga

Riga

Tērbatas iela 14, Riga, LV-1011

A complete urban concept store with the broad product portfolio, gifts, lifestyle items and a central hospitality space.

The completed Diplomats concept store entrance in Engure
Diplomats Engure

Engure

Labiešu iela 2, Engure, Tukums Municipality

The first Diplomats concept store, created close to the place where the products are made and the brand story began.

10A disciplined opening journey

From first conversation to open doors.

When exclusivity is granted, the first store is normally expected within approximately 3–6 months. The actual schedule follows the site, permits, fit-out, logistics and approvals.

Phase 1

Commercial Approval

  1. 01Initial enquiry
  2. 02Partner and market review
  3. 03Location proposal
  4. 04Commercial discussion
  5. 05Store format selection
  6. 06Licence and territory agreement
Phase 2

Design and Opening

  1. 01Site measurement
  2. 02Interior concept
  3. 033D visualisation
  4. 04Technical approval
  5. 05Furniture and fit-out
  6. 06Assortment planning
  7. 07Team and product training
  8. 08Pre-opening SIA Unda audit
  9. 09Store opening
  10. 10Ongoing support
11Long-term local stewardship

Who makes a strong partner?

Previous franchise experience is useful, but it is not an absolute requirement. Capability, judgement and commitment matter more.

  • Commercially active and financially prepared
  • Understands the local market and can identify a suitable location
  • Brings retail, food or wider business experience
  • Will follow the brand system and welcome regular audits
  • Can build a capable local team and maintain a broad range
  • Takes a long-term view and understands that exclusivity requires performance
12Direct commercial answers

Store partnership FAQ.

01

Is this a franchise?

It is a structured Diplomats retail partnership and store-licence model. “Franchise” is a useful search term, but the final legal and commercial structure is defined in the relevant agreement.

02

Which store formats are available?

The approved formats are Diplomats Store, Diplomats Compact Store and Diplomats Shop-in-Shop. The right format depends on the market, location, available space and partner capability.

03

What is included in the store licence and launch fee?

It may include approved store-licence rights, brand and format onboarding, concept adaptation, launch preparation and defined support. Exact inclusions are confirmed for each project and contract.

04

How much does a Diplomats store cost?

The store licence and launch fee starts from the published indicative amount; furniture and all site-specific costs are quoted separately. Total investment commonly begins from the published guidance, but depends on premises, construction, market and format.

05

Do you charge an ongoing turnover royalty?

The standard model does not include an ongoing percentage royalty on store turnover. Other agreed fees, product purchases, services or licences remain separate.

06

Can I receive territorial exclusivity?

For international markets, official mono-brand store-development exclusivity may be considered for a defined territory and period. It depends on an approved development plan, opening obligations, purchasing KPIs and continued performance.

07

Is exclusivity available in Latvia?

No. Latvia is the Diplomats home market and remains under direct strategic management by SIA Unda. Individual location partnerships may be considered, but national or territorial exclusivity is not available.

08

Does store exclusivity include distribution rights?

No. Store-development exclusivity does not include product distribution, wholesale, private label, supermarkets, food service or other channels unless a separate written agreement expressly grants them.

09

How is the initial exclusivity fee determined?

The internal commercial model uses a base fee and a population component for the defined territory. The page does not provide a public calculator; an exact proposal follows market and territory review.

10

Is e-commerce included?

No. Official direct-to-consumer e-commerce rights require a separate paid licence, agreement, technical setup and performance obligations. The platform, brand and domain remain under SIA Unda control.

11

What happens if exclusivity performance is not met?

The agreement may provide for a corrective period, loss of exclusivity, conversion to a non-exclusive store licence or termination. The exact process is contract-specific.

12

How quickly can a store open?

Where exclusivity is granted, the first store is normally expected to open within approximately three to six months. Actual timing depends on premises, permits, renovation, furniture, logistics and approvals.

13

Can I sell other brands?

Unrelated third-party products are not permitted by default. Coffee may form part of the experience, while selected local products require prior written approval.

Qualified store enquiry

Introduce your market and location.

A thoughtful proposal helps us assess the partner, premises, format and most realistic next step.

buy@diplomats.fish+371 63181117
  1. 01About You
  2. 02Store Opportunity
  3. 03Investment & Documents
About You

Tell us who you are.

We begin with the partner, the market and the experience you bring.

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