Planet Doughnut has opened a new retail site and revealed ambitions to grow its reach further afield.
The specialist retailer, which was established as a home-based delivery business in 2017, has opened in Sherwood Square in Telford shopping centre.
The opening follows the business launching its first shop and a kiosk in Shrewsbury.
“We have been in Shrewsbury now for just under two years and were looking to expand out and expand close to home, so we could supply it easily from our Shrewsbury bakery,” explained founder and director Duncan McGregor.
Planet Doughnut ran pop-ups at summer fairs and markets in Telford before the shopping centre site became available.
“We struck a good deal for 12 months and are here to trial it. If all goes well, I want to be here permanently,” said McGregor. “The footfall in the centre is amazing, so I am really hopeful we will do well here.”
McGregor, who launched Planet Doughnut from his garage with his wife Sam, added that response to the doughnuts had been “amazing”.
“I can’t believe the number of people who follow us on Instagram and Facebook and come and buy our doughnuts.”
The business plans to produce more vegan doughnuts, and also branch out further into the West Midlands.
“We have a team of about 16 at the moment, but if Telford is going to be constantly busy, it will need to grow,” said McGregor.