Improved sales give rise to more Firkins

An historic Black Country bakery firm is to open new stores across the region just over a year after being saved from administration.

Firkins, which has its head office in West Bromwich, has launched a new recruitment drive for managers and part-time shop staff and is opening new stores in Dudley and Acocks Green over the next few days, with three more planned in Sandwell by next March.

Bosses say they have seen a big improvement in performance since November last year, when 200 jobs were saved in a buyout deal by owner Ian Bolderston, with Firkins Foods taking on the Black Lake bakery and 30 stores.

But a further 20 stores were shut with the loss of 140 jobs.

Mr Bolderston had previously rescued the 138-year-old business from the brink of collapse in 2006.

Director Sarah Bolderston said they were opening a new shop in Dudley High Street by the end of this week and another in Acocks Green in Birmingham next week and negotiations were in advanced stages for three more in the Sandwell area early next year.

"I don't want to say where they will be just yet as it is a bit too early, but they will be in Sandwell," she said.

She said there was now ongoing recruitment for vacancies in various stores across the region, with posters going up in shops advertising roles, with three manager vacancies and up to 15 part-time positions currently available, while each new shop would also create around five new posts.

"From a year ago we have had a much improved year and it is about keeping it local for people," she said.

"We bake locally, we employ local and it has a good knock-on effect for everybody.

"Obviously when we bought Firkins out of administration three and a half years ago we inherited a lot of shops that have not had the investment they need.

"For example, Wednesbury High Street, the footfall for that shop went years ago but then we moved it and got the shop in the right place.

"It's all about the quality of what we bake and offer to the customers as well."