A doughnut brand which originated in Australia is set to make its debut on the UK market by opening sites in two Primark stores.
Experiential doughnut bar Lena Lu, which was created by Kym Hall and has an existing site in Riyadh KSA, opens in Primark Lakeside today (14 October) and Primark Watford on Monday 21 October. A third undisclosed location is expected to open in November with more sites on the horizon for 2025.
Here, the brand will allow customers to create their own doughnuts from a changing menu of flavours, toppings, and fillings. Shoppers choose either a regular-sized doughnut base or minis, then select a filling, before deciding whether or not to put soft serve ice cream on top, followed by a chocolate drip, and crunchy toppings such as sprinkles.
There will also be grab-and-go areas at each locations serving up a menu of finished doughnuts – including Classic Jam, Choc Hazelnut, Choc Overload, and Cookies & Cream – as well as bagels, coffees, and shakes.
“After the success of Lena Lu in the Middle East, it’s exciting to see the brand reimagined in the UK market. The concept is unique, and the partnership with Primark will accelerate the brand’s exposure in the UK,” said Drew Clover, development director at Game Changers Investments which is overseeing the launch of Lena Lu in the UK.
Brand owner Kym Hall said bringing the interactive doughnut bar to Primark stores in the UK was a “special milestone” for the brand. “At Lena Lu Donuts, our journey has always been about creating fun and memorable experiences for our customers to enjoy with friends and family,” Hall added.
This isn’t the first time that fashion retailer Primark has partnered with a food brand. Bakery behemoth Greggs has opened several Tasty by Greggs cafes in the retailer’s stores, including on London’s Oxford Street and Birmingham, as part of a collaboration between the two firms.
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