Patisserie Valerie announces new Sainsbury’s partnership in 250 stores

Patisserie Valerie announces new Sainsbury’s partnership in 250 stores
Patisserie Valerie reboots Sainsbury's partnership initially launched in 2018.
// Patisserie Valerie to retail 14 of its best-selling cakes and pastries in Sainsbury’s from next week
// New partnership will rollout in 250 Sainsbury’s stores

Patisserie Valerie will launch a range of cakes and patisseries in 250 Sainsbury’s stores as part of a new tie-up with the grocer, according to The Telegraph.

The French-inspired chain headquartered in Birmingham will offer 14 of its best-selling cakes and patisseries in Sainsbury’s from next Wednesday.

“Both Patisserie Valerie and Sainsbury’s are brands that are much loved and trusted by UK consumers. In bringing our range exclusively into Sainsbury’s stores and online to their customers, we are excited to build on that trust with our high quality, handmade cakes and patisserie,” Patisserie Valerie chief executive James Fleming said.

READ MORE: Sainsbury’s expands Patisserie Valerie tie-up

It’s not the first time a partnership has been on the cards for the patisserie.

Back in the summer of 2018 Sainsbury’s announced plans to roll out its Patisserie Valerie offerings to another 31 stores by the end of September, taking it to 70 in total – after a successful trial.

The Big 4 grocer said bakery counter sales in the stores that took part in the initial trial saw strong incremental sales after stocking Patisserie Valerie cakes and patisseries.

Later than year trading shares in parent company Patisserie Holdings were suspended following the discovery of potentially fraudulent accounting irregularities.

An almost-£100 million hole was found in the retailer’s finances, and the business collapsed into administration in January 2019.

Patisserie Valerie was then acquired by Causeway Capital Partners in February 2019 for a total of £13 million.

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