UK’s largest cake decorating suppliers launch Create Better Group


According to Daniel White – who co-founded The Cake Decorating Company with his mother Debbie in 2011 – Create Better Group brings together two very successful businesses into one entity that will ultimately benefit its customers with its collective purchasing power.

The Cake Decorating Company is the UK’s largest retailer of cake decorating supplies, offering key brands and product lines aimed at both professionals and hobbyists. At the same time, the Cake Craft Group supplies wholesalers and traders with cake decorating and baking supplies around the world.

Both companies achieved record sales in 2020 – up 60% and 10% respectively from the previous year – with international sales exceeding £ 1million for the first time in the company’s history .

An ambitious growth strategy

“The creation of Create Better Group was a key strategic decision for us”said White, who is co-CEO of Create Better Group.

“We believe this move will help us increase our collective purchasing power, expand the breadth of our product lines, and ultimately help our retail and wholesale customers create better too.”

With an ambitious growth strategy in place for 2021, the new company has also appointed Gary Quinn as co-CEO with White and Claire Astbury as chief marketing officer.

Quinn is a transformation expert and team builder across multiple functions, geographies and business units, bringing his wealth of experience in private equity, SMEs and blue chip companies. Astbury is a seasoned digital leader, having worked with numerous consumer brands as an Acquisitions Manager at Ideal Shopping Direct.

In the second half of 2021, the 70 employees of Create Better Group will move to new premises in Colwick in Nottingham. The facilities include an open-plan environment with dedicated filming and content production space for its brands’ many social media and content platforms, and will also allow the business to grow beyond its warehouse space. current of 32,000 square feet.

Daniel White and Gary Quinn

“We are delighted with the continued growth of the company and I am delighted to have joined the group at such an exciting time”,Quinn said.

“We look forward to expanding into our new offices, adding new additions to the team, and announcing other major developments in the summer of 2021 and beyond. “

White added, “The Cake Decorating Company and Cake Craft Group are extremely successful businesses in their own right; and for our customers – whether retail or wholesale – these will continue as the names they know and trust.

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