Bakery chain to get a facelift

West Bromwich bakery chain Firkin will open its first factory shop in the firm's 136-year history - a year after the crisis-hit chain was forced to close down its headquarters because of a mouse infestation.

The new £15,000 shop, which will open at the company's Black Lake base, forms part of a £2.5 million facelift.

The image of M Firkin Ltd is being dramatically overhauled after the company found itself on the brink of collapse 12 months ago.

All of its 53 shops will have a £50,000 makeover to help "transform the outdated image of the firm" and make it competitive again.

The walk-in factory shop is the brainchild of Wollaston bakery owner Ian Bolderston who bought the firm earlier this year as it teetered on the brink of collapse.

The Stourbridge-based businessman is coming up with ways of re-inventing the chain and the shop is his latest idea to get the flailing business back on track.

The shop, which is attached to the existing Firkin store, will open for the first time tomorrow.

It will stock the full range of hot and cold products, not available in every store, as well as bulk packs of products to attract wholesale customers. Three new members of staff will be recruited to work at the store.

The shop comes just two weeks after Mr Bolderston unveiled the first of 53 refurbishments at the existing Firkin stores.

The Corporation Street store in Birmingham was given a £50,000 makeover and a new product line to attract professional city-centre customers. Trade has increased by 50 per cent since the revamp.

Mr Bolderston said: "The response to the Corporation Street refurbishment has been

phenomenal."

By Emma Sloper