New World Trading Company has confirmed it will launch new brand The Furnace in Sheffield’s Heart of the City scheme this summer.

The name was decided through consultation with the group’s fanbase and has been inspired by the city’s industrial heritage.

Located near HSBC and CMS’s new office development, it is hoped the concept will appeal to the after work social crowd.

It is the first new concept from the multi-brand operator under the leadership of CEO Jesper Friis.

Part of a major £470m regeneration scheme from Queensberry, it is the second site in Sheffield for the business, and follows NWTC’s opening of restaurant-bar The Club House in Plymouth last month.

Fashion retailers Monki and Weekday and independent café Marmadukes are also part of the Sheffield development.

New World Trading Company chief operating officer Natasha Waterfield said: “The creation of a new brand is always incredibly exciting – and the feeling of launching it to market never tires. Our new team have worked incredibly hard to balance the creation of a new brand while navigating lockdown and reopening our existing estate. I can’t wait to share more about our new brand in the coming weeks.”