Latest international boost for fast-expanding bakery group

Ryan Perera

Wirral-based bakery group, Baker & Baker has continued its international expansion, this time focusing on Eastern Europe.

The business, which split from its owner last year, has opened an international office in Warsaw, Poland.

It follows a deal, earlier this months in which the company signed an exclusive distribution deal for the United Arab Emirates (UAE).

The Warsaw office, which formally opened on August 15, will initially host seven staff across Baker & Baker’s logistics, sales and marketing functions.

The business, which is based in Bromborough, has been growing its market share in recent years, and the new office will be the hub for its central and Eastern Europe retail, wholesale and food service customers.

The new building will also feature a showroom with a small baking studio to provide opportunities for customer meetings and tasting sessions.

Poland, in particular, has seen steady growth and new customer wins across these three key category segments due to effective channel management and incremental customer listings.

Baker & Baker will continue to have a small number of employees based out of other Eastern European markets, such as Slovakia and Hungary, to grow its diverse customer base.

Bakery products for Eastern European markets will continue to be manufactured at Baker & Baker’s sites in the UK, Germany and Portugal, and the business will retain its warehousing facilities in Poland.

The launch of a Polish hub represents the latest stage in the group’s international growth, following the opening of an office in Dubai last year.

Ryan Perera, international sales director, said: “We’ve taken our time to ensure our new Polish office meets the geographical and functional needs of our employees and customers.

“The disruption caused by COVID-19 created a significant delay to the project, as we’ve had long term aspirations to create a formal presence in Poland. We’re extremely pleased to get started.”

He added: “Our new office provides us with a hub in Eastern Europe, ensures that we are closer to our customers on a day-to-day basis, and will allow us to take advantage of new customer and innovation opportunities.”