A couple are looking forward to bringing their array of baked goods to a Stoke-on-Trent town centre after winning a rent-free unit in a competition.
Charlotte Blundred and Matt Roberts of Crumbs Family Bakery are set to open at Longton Exchange in a couple of months’ time.
The pair are currently home bakers who sells treats such as cookie pies, brownies and cake at local markets and pop-up events.
But their business has been given a major boost after they were picked from a record-breaking 70 entries to win the shopping complex’s 2025 Win a Shop competition.
The initiative aims to support local entrepreneurs and bring new life to the Longton high street.
It came at the right time for Charlotte and Matt, who live close to the town and were looking for their own premises.
Charlotte, who has always been a keen baker, said: “We’re still shocked to win and can’t believe we are going to have our own little bakery.
“Living in Longton, we have seen a lot of improvements to the town in recent years and we believe we can offer something really special.
“We aim to make it really cosy and welcoming and offer sweet and savoury goods as well as hosting events such as cake classes.
“The amount of support we have had already is heartwarming.”
Matt, who has worked in the hospitality industry for 15 years, said: “We have hit a wall with capacity with baking at home and were looking to expand into a unit when the competition came along.
“We want to bring something a bit different to Longton as well as creating a business to support our family.”
Work is underway to transform the unit, which will be based next door to popular dog shop So Very Dog. Founder Sarah Taylor opened the venture after winning the Win a Shop competition in 2023 and returned as a judge this year.
She said: “Judging this year’s entries was incredibly difficult, the talent and ideas coming through were outstanding.
“Crumbs Family Bakery really captured the heart of what this competition is about. As a past winner, I know just how life-changing this opportunity can be, and I am so excited for what is ahead for them.”
Rather than submitting formal business plans, competition applicants answered a series of questions designed to highlight their creativity, ambition, and connection to the community.
Chris Ward, Centre Manager at Longton Exchange, added: “It has been fantastic to see so many creative and passionate entries. Crumbs Family Bakery really stood out for their warmth, strong family values, and their desire to make a positive impact in Longton. We are excited to welcome them to the centre.”
