Crussh, the London-based healthy eating concept, is to launch a new concept site, which will be conducive to longer dwell times, MCA has learnt.
The Hattington Investment Partners-backed, 27-strong group, which currently turns over £15m, is spending between £300,000 and £400,000 on the new concept store in New Street Square, behind Chancery Lane in the City of London, which should open later this year.
Chief executive Shane Kavanagh told MCA that the group’s Canary Wharf store will also undergo a refit and that there are “significant opportunities” to grow in London for the brand.
Currently, much of its portfolio is in City locations operating five days a week, but Kavanagh believes the brand, which is already proven in formats ranging from 300 to 2,000sq ft (weekly turnover ranges from £8,000 to £40,000), could fly in seven days a week West End locations.
He is confident Crussh would also work well nationally, which is something he plans to test next year.
Kavanagh joined Crussh earlier this year at the end of a rebranding programme that took well over three years, but says it is now time to reposition again in an evolutionary rather than revolutionary manner.
He says the space at the new concept store will be designed to be conducive to longer dwell times, with good wi-fi and power points available. In addition, the palette will be a much lighter green; more consideration given to the ergonomics of the design (lower counters will be more akin to a bar than a retail till area); more prominence given to the fresh produce and a big focus on enabling staff to prepare and serve fresh food and drinks as efficiently as possible.
Kavanagh added that there is great potential to “stretch the brand” too, by drawing on his experiences at previous company Benugo and taking Crussh into workplaces, concessions plus retail and travel environments.
He is in “early conversations with some potential partners” about all these things.
There is no war chest as such, but Kavanagh said all sites are profitable and the business is well-funded with backing from Barclays and, as of March last year, from Hattington. Kavanagh said the private equity firm not only offers pressure-free long-term support but also a valuable board member, Barney Burgess, the former commercial director of Tesco.
