Boulangerie-patisserie and café chain Apostrophe is focusing on its expansion within London, after announcing a new partnership with an independent catering group.
CH&Co, which has now acquired a 50% stake in the business, will help the high street bakery and café chain to grow in the capital, as it looks to open two new outlets in the City’s financial district in 2012.
Amir Chen, CEO of Apostrophe, told British Baker: “London is a big market and we currently have 14 locations here, aside from our Heathrow and Gatwick airport sites. There’s lots of room to grow and the new partnership with CH&Co, in addition to a franchising agreement with the company, will help us to access the fast-growing high street market further.”
The companies have previously worked together on the Historic Royal Palaces contract, whereby Apostrophe opened up one of its kiosks at The Tower of London as part of a £60m deal won by CH&Co’s venue and public attraction brand Ampersand.
Chen added: “The synergies between the two businesses will complement our plans to grow the Apostrophe brand throughout London. As we share similar objectives and attitudes towards food, to roll out our brand for some of CH&Co’s clients in closed markets would be ideal for the business’ future expansion. We are not a 60-shops-a-year expansion – we’re much more measured in our growth.”