Konditor & Cook is to open its sixth shop today in Goodge Street, as it announces extensive expansion plans for the business - with six more openings in the next three years.

The cake shop and bakery, founded by Gerhard Jenne, will also expand its range of Cake School classes, and will launch a new website where customers can click and collect cakes. The further six new openings will be within the capital. 

As part of the plans, Konditor & Cook will recruit more head office and store staff.

Paul Cons, chief executive, said: “Since becoming chief executive, my focus has been on developing a long-term strategy for the business as well as streamlining our operations.

“It is clear that there is a great opportunity for us to become London’s Cake Shop, offering an unrivalled quality product through our multi-channel outlets. We face many challenges – as do all small independently owned companies in Central London – so we got involved with the government initiative Growth Accelerator. Their support has allowed us to bring in external expertise and we would recommend them to other small businesses.

“For us to expand further across different platforms, we have engaged e-commerce experts Practicology, and their first step will be developing a new Konditor & Cook website.”

The new shop will open at 29 Goodge Street, and to celebrate the launch will be giving out H.A.S.H brownie fingers on Thursday 19 March.

Jenne comments: “I have always said we are cake decorators for the rock ‘n’ roll generation. We wanted to create something which would give our customers and fans some fun – so we crafted our H.A.S.H. brownies with a unique blend of hazelnuts, almonds, secret spices and honey. Joined by the finest chocolate, these ingredients will give you a perfectly legal, and very natural, high!”

Konditor & Cook was founded in 1993 when it opened a shop in Waterloo.