Pair rise to challenge to save Firkins

When Sarah and Ian Bolderston took over Firkins four years ago the couple were buzzing with ideas and ways to help improve their new business.

However, just three-and-a-half years later the couple were delivered a crushing blow as the bakery was thrown into administration for the second time in 12 months. "We have a huge emotional and financial investment in Firkins so it was gutting," admits Sarah, as she sits in the boardroom of the Black Lake bakery.

"Four years ago we bought Firkins out of administration and took on a lot of shops, which I felt were not up to scratch and needed investment."

The couple pumped money into the business to improve the stores but, in November 2008, Firkins was caught up by the impact of the global credit crunch and went into administration.

The Bolderston's were able to put together a rescue deal to save part of the business - the bakery, nearly 30 shops and around 200 employees. But 20 shops closed and 140 jobs lost.

A year later, as they worked to rebuild the business, the Bolderstons had to put the business into administration again due to a dispute with contractors. It was almost immediately taken over by a new company set up by Mr Bolderston, Newbridge Bakery Ltd, so the business to carry on.

This time, said Sarah Bolderston, "We have come out of administration without any casualties. Also we have big plans for this year, with new shops opening across the West Midlands and new ranges hitting the shelves."

Firkins is one of many businesses that has felt the effect of soaring prices in gas, electricity and ingredients. However, Sarah says it is their loyal staff and customers that have kept the business going.

"This year Firkins celebrates its 140th anniversary and it could not have got there without the support of staff and customers," she says.

"All the people who work at our bakery live within a five-mile radius and there are whole families working here."

Sarah, 39, and Ian, 43, live near Newport in Shropshire and have three children, Jack, 11, Jamie, eight, and Tasha, four. Sarah says they looked at the business and couldn't believe there were so many things the previous employers had not been doing. "This included baking through the night so fresh products could be in the shops at 6.30am every morning," says Sarah.

"I knew we had the skills to make fantastic wedding and birthday cakes but we weren't advertising that, so I had some brochures made.

"We also have a product development team and get customer feedback."

Ian, who is from Dudley, got into the bakery business 14 years ago when he bought Wollaston Bakery, which had four shops. Among their latest ideas are the Political Cupcakes and World Cup range, which will be in shops from this week. "We have 28 shops and they are all within a 25-mile radius of the bakery with Solihull being the furthest and our number one shop is in Kings Square, West Bromwich," says Sarah. "We are opening eight new shops this year, the first ones will be in Harborne, Dudley's High Street and Bearwood." Sarah says they had hundreds of letters of support from customers when they went into administration.

One letter from June Jones, who lives in Wednesbury, still makes Sarah emotional. The letter says: "I wanted to say that I have used Firkins shops for 40 years. I thought you would like to know we are all behind you."

Sarah says: "To have that support is just amazing. There have been some challenges over the last four years but we are focussing on a positive future."