Cornish Bakery is to take its ‘anti-brand strategy’ into four new locations across the country.
The strategy aims to be the opposite of chain-building, and to create a collection of ‘high-end, individually curated, bespoke-for-the-community bakeries that are united by a shared philosophy instead of a shared template’.
The first of the new Cornish Bakery venues will open in Wells, Somerset, at the beginning of August in a former HSBC Bank that has been vacant for several years. The design-led working bakery will offer a ‘vibrant space where guests can experience the energy of artisan baking first-hand and the theatre of fresh products being prepared throughout the day’.
A bespoke Cornish Bakery will open in the Oxfordshire market town of Witney towards the end of August. The business said Witney fits into Cornish Bakery’s portfolio of characterful market towns and tourism-strong locations, with the company already operating in nearby Bourton-on-the-Water.
The other two venues will open in Shrewsbury in late October, followed by Guildford in November in a former Russell & Bromley.
“We’re incredibly excited to be bringing Cornish Bakery to four more outstanding locations over the next six months. Each of these places – Wells, Witney, Shrewsbury and Guilford - has its own distinct character, thriving high street and strong sense of community, making them exactly the kind of locations where our bakeries can flourish,” said Cornish Bakery managing director Mat Finch.
He added that the business believes bakeries have an important role to play in the continued rejuvenation of the high street.
“As we continue to grow, we’re committed to investing in remarkable buildings, creating beautiful spaces and becoming a long-term part of the towns we join.”
The announcement of the four new locations follows the launch of brand extension, Rise by Cornish Bakery, that is said to ‘thin the boundaries’ between traditional bakeries and casual dining spaces.
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