Sunday, April 18, 2021

Cake decorating supplier makes senior appointments

Family-founded The Cake Decorating Company and Cake Craft Group has made two new senior appointments after achieving record sales in 2020 – up by 60% and 10% respectively on the previous year with international sales exceeding £1m for the first time in the company’s ten year history.

On the back of this success and with an ambitious growth strategy in place for 2021, the Nottingham-based company has also unveiled a new group holding company name – Create Better Group. 

The senior appointments include Gary Quinn, a new joint CEO, and Claire Astbury, Chief Marketing Officer. The firm has additionally announced that they are expanding into new facilities in the region, with further expansions and a recruitment drive also expected later in the year. 

Gary Quinn has a wealth of experience in business operations and expansion. He is a transformation expert and team builder across multiple functions, geographical locations and business units. He has been in high profile roles in Private Equity, SMEs and Blue Chip businesses. 

Claire Astbury joins the business from Ideal Shopping Direct where she was Head of Acquisition. She is an experienced digital leader with a passion for data driven marketing and 12 years’ experience managing the development of a multi-channel strategy across leisure, publishing and retail industries, working on many familiar household brands. 

In the second half of 2021, Create Better Group, which currently employs more than 70 people, will be expanding into new offices in Colwick in Nottingham.

The Cake Decorating Company was originally founded in 2011. Debbie White and her son Daniel White co-own the business, with Daniel now co-running the company alongside new joint CEO Gary Quinn. The Cake Decorating Company are the UK’s largest retailer of cake decorating supplies, stocking all key brands and product ranges aimed at both professionals and hobbyists in the cake decorating world. In tandem, the Cake Craft Group supplies wholesale and trade with cake decorating and baking supplies worldwide.

Gary Quinn said: “We’re delighted with the continued growth of the business and I’m thrilled to have joined the group at such an exciting time. We’re looking forward to expanding into our new offices, making further additions to the team and announcing some further major developments in summer 2021 and beyond.”

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