Patisserie Valerie is continuing its expansion outside London with a new outlet in Salisbury, and more planned in the New Year.

The London-based chain, established in 1926, has opened outlets in Bath, Cambridge, Canterbury, Twickenham, Wolverhampton, Leeds and London this year, and has plans to open in York, Manchester Arndale, Liverpool and Chester in early 2011.

“This year the plan has been to open in quality shopping areas outside London – and Salisbury fitted the bill perfectly,” explained chief executive officer Paul May.

“Despite opening on the worst day so far this winter, we were full to capacity for many parts of the day. We had a similar experience in Twickenham only a couple of weeks ago.

“Some might find this expansion surprising – after all, we keep being told that shopping is in decline and that retailers are struggling to find enough customers,” he added. “This has not been our experience however. In times of recession, people need an affordable treat to cheer themselves up – and when things are going well, they want to celebrate.”

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