- …am re-branding >
At the moment even though it’s the North East Bakery, the name above the majority of the doors is Milligans. So we’re in the process of embarking on a re-branding and refitting exercise into Nichols which is our retail brand.
The first 12 to 18 months of taking on Milligans was investing in the infrastructure, getting the supply right, the product right, the people trained, spending money on equipment and all that back end sort of stuff. We’re aiming to be more customer focused and have a stronger presence in the North East.
The shops that we have at the moment are looking a bit tired in terms of the brand. We’ve got some great locations where the footfall is pretty big, but you would just walk past our shop at the moment because it doesn’t look that appealing.
Our trade has been built on customers who know the quality of the product. Even though we can produce on a bigger scale, we’ve still retained that craft element, the type of product that adds value as opposed to pile them high, sell them cheap.
But people are a lot more into brand now and it’s important to get shops looking presentable. When customers get through the door, they can see that the quality’s there. So we’re spending quite a lot of time and money on getting the brand and the look and feel right for when our Nichols brand starts popping up around the North East.
Greg PhillipsNorth East Bakery
