THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
Paul Hollywood cooks up sales storm

Debenhams is seeing a boom in sales of bakery equipment thanks to the hit TV show ‘Paul Hollywood’s Bread’. The department store says that sales of traditional bakeware such as mixing bowls, scales and other accessories have seen the biggest rise, up by 207% on this time last year.

GENERAL MERCHANDISE

Paul Hollywood cooks up sales storm

The dramatic rise has coincided with the broadcast of the popular BBC 2 baking series, which has been on air for six weeks.

Electrical bread makers, dough mixers, baking trays, measuring jugs, scales and even oven mitts are also selling well while sales of bread making machines have soared by 30% in the last month alone.  

Debenhams head of home buying Alice Duggan said: "Thanks to Paul Hollywood, Britain is becoming a nation of bread bakers once again.

"His reassuring yet authoritative tone of voice makes all food lovers want to follow tradition by baking beautiful, hand-crafted loafs rather than buying them in a supermarket."

Sainsbury's has also seen a spike in bread mixers and dough ingredients since the show has been on air.

"Sales of flour at Sainsbury's have been really strong over the last few weeks with a 30% increase in bread mixes," said Mark Moriarty, Sainsbury’s baking buyer. "We’ve just launched a range of Taste the Difference bread mixes which are all doing incredibly well too, showing the 'baking craze' is still very much apparent.''

And for the first time, the baking boom is as much a trend amongst males as it is women.

Duggan added: "We first saw an upsurge in our bakeware products following the Great British bake-off, but now we are seeing the Paul Hollywood effect across our sales. We are delighted that the impetus has been maintained throughout the winter and think it is a trend that appears to be here to stay."


 

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
The Retail Design Summit 2018
The Retail Design Summit 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Summit 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
National Minimum Wage Breakfast Briefing
National Minimum Wage Breakfast Briefing
20 September 2018
6th Floor 1, St. Martin's Le Grand London, EC1A 4AS
National Minimum Wage Breakfast Briefing