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London investment firm increases shareholding in expanding Creams

Salonica Maroon LP has acquired a further shareholding in Creams Cafe, the UK’s leading dessert café with 100 stores in the UK.

Salonica Maroon co-invested, alongside majority shareholder Pistachio Holdings in December 2020, and since then Creams has gone from strength to strength. The additional investment reaffirms Salonica’s commitment to Creams growth and establishing it as a world class dessert brand.

Despite the recent uncertain macro environment, Creams has been bolstering its senior management team. Most recently, it appointed Everett Fieldgate as CEO to turbo charge its growth in the UK, particularly in the north of England, and internationally.

A flagship store in Manchester Arndale Centre opened in December 2022 and there are 15 new locations in the pipeline including a new store in Streatham, London within Tesco next week.

Investment Director of Salonica Maroon, Omar Majid said, “Pistachio Holdings and Salonica Maroon have worked very closely to develop the Creams Cafe brand and strategy.

'We are confident that our new CEO will support us in creating a platform for exceptional growth and support our ambitions to make Creams a truly world class global F&B brand.”