Euphorium reveals growth strategy

02 February, 2011
Page 10 

North London-based Euphorium Bakery has revealed ambitious expansion plans, both nationwide and internationally.

Operations director Andrew Green told British Baker that although the firm remains an artisan bakery in its production methods and thinking, he concedes that it has become a chain, and the business has plans to expand further.

"I think we could eventually achieve 20-30 shops in the north London and central London area, and potentially 15-20 in south London," said Green. He added that he'd like the bakery to have reached 10 shops in north London by the end of the year.

"We are also thinking of establishing a regional franchise model, which we could roll out nationally," said Green, adding that the bakery even has international aspirations. "If you look at the likes of Paul or Le Pain Quotidien, you cannot go anywhere on holiday without seeing one and if they can go there, we can go there." The bakery now has seven shops, with its eighth due to open in Threadneedle Street within the next six months.

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