Originating from a small fishing village in Cornwall, Cornish Bakery has grown from modest beginnings into a nationwide success. Initially focused on tourist hotspots, the brand has since broadened its reach to include high streets, retail outlet centres, motorway service stations, and major event venues like Birmingham’s NEC.
Cornish Bakery operates 66 locations across the UK and is actively pursuing further expansion, with a particular focus on high street sites. 'That’s where we see the real growth opportunity,' said managing director Mat Finch.
To support its ambitious growth plans, Cornish Bakery has appointed Jeremy Smith as its first-ever property director. With over three decades of experience in property acquisition and estate management, Jeremy has a proven track record of scaling major retail brands. During his six-year tenure at FatFace, he helped expand the business from 70 to 181 stores—mirroring Cornish Bakery’s own coastal heritage. He later led national rollouts at Crew Clothing and served as group property director at Mothercare for five years.
Most recently, Jeremy served as property director at The Works, overseeing a portfolio of 500 stores. His appointment represents a significant step in Cornish Bakery’s expansion strategy. Working closely with managing director Mat Finch, he will focus on securing leasehold sites in carefully selected target locations to drive the brand’s continued growth across the UK.
Mat Finch, Cornish Bakery managing director, said, “The consultancy work has validated our belief that ‘bakery is the new coffee shop’ whilst confirming that there is a significant opportunity to grow Cornish Bakery across the UK. Customers are increasingly looking for food that isn’t wrapped in plastic, seeking something that is tasty and freshly baked every day. We are seizing the opportunity to bring our offering to more high streets, shopping outlets and tourist hotspots and I am delighted that Jeremy is joining us at this key stage of our journey to lead the charge in our expansion.”
To meet growing demand and maintain its edge in a competitive market, Cornish Bakery is prioritising ongoing menu innovation. Recent new additions include an apple crumble scone, a raspberry crème brûlée pastry, a feta and pea tortilla, and a distinctive hazelnut pain au chocolat – all designed to elevate the bakery’s offering and delight customers.
Under Mat Finch’s leadership, Cornish Bakery has maintained strong momentum, achieving 9% like-for-like growth since the start of 2025 and delivering record-breaking performances over Easter and the May Bank Holidays. Outpacing much of the market, the brand has also secured a place in the Interpath Top 100 Fast Growth list of UK retailers.
