Wenzel’s the Bakers is looking to more than double the size of its current estate to at least 60 shops in the next two years, British Baker can exclusively reveal.
The BB75 retailer currently operates 26 outlets across the north-west London region, but said is looking to expand further, particularly into more central locations within the capital, as well as in the south London region.
Peter Wenzel, chief executive of Wenzel’s, told British Baker: "We have a goal of expansion, we are now going through the process opening up a much larger 15,000 square foot bakery at Easter, and then we will concentrate on opening up new stores. Within the next two years, we hope to have 60 shops at least and take it forward from there. We want to be the face of the high street in the future."
The company’s next store opening is taking place in Stanmore in the next three weeks, with further sites opening in Greenford and Mill Hill.
"We’re full to capacity in the bakery that we are in at the moment, and as we envisage opening up more shops, we need a bigger bakery," Wenzel explained.
The business, which is 100% retail, has recently been undergoing an extensive shop refitting programme, working with design agency Ech to revamp the look of its shops, as well as product packaging. As a result, Wenzel’s won The Retail Innovation Award at last year’s Baking Industry Awards, organised by British Baker.
Wenzel said: "We have opened two or three new shops recently, and in some high street locations where we weren’t sure whether we should open there. However, we shouldn’t be giving up on the high street, we can’t keep saying that the supermarkets are taking all the business. Look at what you are doing, look at your shops. Go outside and see if you are attractive to customers."
To find out more about Wenzel’s and the company’s award win at last year’s Baking Industry Awards, read the Retail Innovation supplement as part of the 22nd February issue of British Baker.