Barber Develop a New Store Concept Design for Simmons Bakery

store concept design for Simmons Bakery

You may remember last year we blogged about our work with Simmons Bakery to help develop their brand identity and re-design their flagship baked food and café environment.

visualisation design for Simmons Bakery

The first new store concept design has just been revealed last month in Welwyn Garden City, Hertfordshire. This family-owned and run chain of bakery stores were looking to re-brand and develop an exciting retail proposition that will inspire a new generation of café customers to come in and ‘chill out’ whilst sampling some great freshly cooked and baked food. Having re-designed their existing store concept and implementing this in Hatfield, Herts (where sales increased dramatically over and above their previous store in the same location), Simmons then asked Barber to continue our working partnership, using our expertise in branding and retail interior design to help devise a brand new store concept with the aim of revolutionising their business to encourage more customers to enjoy the Simmons experience.

inside the new Simmons Bakery flagship store

We worked closely with Simmons Managing Director to develop a new retail proposition from the ground up that brings the bakery chain into the 21st century and competes with other well known high street coffee chains and food operators on the UK high street.

high stools for customers at the new Simmons Bakery cafe

Our work involved re-branding, creating a new look and feel for the bakery chain, creating environmental graphics and detailed site planning. Simmons is a family-run business that started in 1838 when Eliza Simmons began making bread in Roe Green on the outskirts of Hatfield. With products ranging from soft sliced bread to delicious chocolate gateaux, the Simmons ethos includes using only the freshest and highest quality ingredients available to make the best possible products, whilst also providing an original and classy café environment where customers feel comfortable and relaxed. Simmons wanted to be able to compete readily with other well known High Street café or restaurant chains and the team at Barber have worked hard to make this happen.

Looking towards the back of Simmons bakery store

With over 30 stores throughout Hertfordshire and Bedfordshire, Simmons are looking to trial the concept and then roll it out to other sites depending on the success of the project.

Inside the new Simmons bakery store

These images show the interior and exterior concept visuals for the store, designed by Barber – look out for some photos of the actual store – coming soon!

the main cafe serving area

putside the Simmons Bakery flasghip store