Gail’s is continuing its ongoing expansion plan throughout London with the opening of its 11th outlet in Chelsea.

The artisan bakery business has employed 12 new members of staff for its newest location on Fulham Road, which has been designed to cater for Chelsea’s family-orientated community.

Tom Molnar, co-owner of Gail’s, told British Baker: "The new Chelsea store features its own breakfast offering, including brioche-style French toast, and two distinct egg breakfast options, and we will be looking to develop this range further down the line.

"The design aspect was also important to us so we have made an extensive financial investment and turned on the creative brain to give it a distinct look."

Gail’s has invested £300,000 on the refurbishment of the new bakery and coffee shop, which includes a museum-style glass cabinet to display fresh bakery products, a glass roof and a play area for young children at the back with toys, books and large painted blackboard-style walls for drawing and writing.

In addition, dog hooks have been installed outside the front of the shop for customers with canine companions.

Gail’s recently opened its 10th outlet on Wardour Street in London’s Soho district – the first non-suburban location of the artisan bakery chain. The central London outlet introduced its own dedicated bakery specialities, including a ‘pie of the day’  and a limited-edition Soho bun – a small bun made with plenty of cream and chocolate chunks.

When asked about further store openings, a Gail’s spokesperson told British Baker: “Gail’s is always interested in suitable venues within London, but is waiting to see what there is suitable to the business.”

The company produces around 100 different types of products by hand, including breads, cakes, sandwiches, salads, soups and beverages.

In May 2011, Risk Capital acquired “a large stake” in north London artisan bakery Bread Ltd – parent company to Gail’s bakery and café estate.