Birmingham social enterprise company Miss Macaroon will be opening its first shop in Birmingham’s Great Western Arcade in the last week of October.
The new French macaroon shop and prosecco bar will sell gluten-free macaroons in flavours including strawberries and cream, raspberry, pistachio, salted caramel and lemon.
The Miss Macaroon brand, which has so far operated online only, reinvests its profits to help young unemployed care leavers, offenders and ex-offenders, offering training and support. All its macaroons are made by trainee patisserie chefs from these fields, supported by a team of professionals.
Rosie Ginday, who trained as a high-end pastry chef at University College Birmingham, set up Miss Macaroon in 2011, with customers including fashion designer Karl Lagerfeld.
Ginday has ambitions to open 100 UK Miss Macaroon shops and concessions by 2021 in UK towns and cities including London, Newcastle, Birmingham, Manchester and Bristol.
It is looking for shops of 150-500sq ft and is targeting shopping and leisure schemes, transport hubs and high-footfall locations.