New kid on the block: UK’s largest cake decorating suppliers launch Create Better Group

By Gill Hyslop contact

- Last updated on GMT

Create Better Group is a one-stop-shop for cake decorators in the professional, hobbyist and retail sector. Pic: Create Better Group
Create Better Group is a one-stop-shop for cake decorators in the professional, hobbyist and retail sector. Pic: Create Better Group

Related tags: Create Better Group, The Cake Decorating Company, Cake Craft Group

The new holding company brings The Cake Decorating Company and Cake Craft Group under one roof to work as one team under new leadership.

According to Daniel White – who co-founded The Cake Decorating Company with his mother Debbie in 2011 – Create Better Group brings together two highly successful businesses into one entity that will ultimately benefit its customers with its collective buying power.

The Cake Decorating Company is the UK’s largest retailer of cake decorating supplies, stocking key brands and product ranges aimed at both professionals and hobbyists. In tandem, the Cake Craft Group supplies wholesale and trade with cake decorating and baking supplies worldwide.

Both businesses posted record sales in 2020 – up by 60% and 10% respectively on the previous year – with international sales exceeding £1m for the first time in the company’s history.

Ambitious growth strategy

“The creation of Create Better Group was a key strategic decision for us,”​ said White, who is joint CEO of Create Better Group.

“We believe that this decision will help us to increase our collective buying power, develop the breadth of our product ranges and ultimately help our retail and wholesale customers to create better, too.”

With an ambitious growth strategy in place for 2021, the new company has also appointed Gary Quinn as joint CEO with White, and Claire Astbury as chief marketing officer.

Quinn is a transformation expert and team builder across multiple functions, geographical locations and business units, bringing on board his wealth of experience with private equity, SME and blue chip businesses. Astbury is an experienced digital leader, having worked with many household brands as head of Acquisition at Ideal Shopping Direct.

In the second half of 2021, the 70-strong workforce of Create Better Group will move into new premises in Colwick in Nottingham. The facilities include a open-plan environment with space dedicated to filming and producing content for the many social media and content platforms of its brands, and will also enable the company to expand beyond its current 32,000sqft warehousing space.

White and Quinn
Daniel White and Gary Quinn

“We’re delighted with the continued growth of the business and I’m thrilled to have joined the group at such an exciting time,”​ said Quinn.

“We’re looking forward to expanding into our new offices, making further additions to the team and announcing some further major developments in summer 2021 and beyond.”

Added White, “The Cake Decorating Company and the Cake Craft Group are hugely successful businesses in their own right; and for our customers – whether retail or wholesale – these will continue as the names they know and trust.”

Related topics: Ingredients, Cakes & Pastries, Markets

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