Patisserie Valerie is to further ramp up its presence in the retail sector, with further tie-ups with Debenhams and Sainsbury’s.
MCA understands that the Paul May-led brand, which currently operates 16 sites with Debenhams, believes there is scope to open up to a further 50 units with the retailer. It will open its next site with Debenhams in Edinburgh.
The company also recently opened in the Debenhams stores in the Blanchardstown Centre
Dublin, and in Telford.
At the same time, the group has extended its collaboration with Sainsbury’s, which will see it add another six pop-up counters into the high street retailer’s stores.
In April, it launched 12 pop-up counters in Sainsbury’s stores and followed this by launching a click and collect option.
The collaboration has proven so popular that it is now introducing its pop up patisserie counters into another six stores in Basildon, Harrogate, Huntingdon, Welwyn Garden City, Tunbridge Wells and Leicester.
Sam Shutt, head of External Brands - Food at Debenhams, told MCA that the 180-strong company plans to add a further 80 third-party F&B units to its estate over the next five years and is in talks with a number of operators regarding new partnerships.
The company currently operates 66 third party units, including 31 Costas, 16 Patisserie Valeries and three Franco Mancas.
Crussh and Nando’s are set to open their first sites with the retailer this summer.
