Little Dessert Shop enjoys sweet taste of success with expansion to Merry Hill

The latest opening is in the food court at the Merry Hill shopping centre in Brierley Hill. Legal support for the expansion was provided by the commercial property team at law firm FBC Manby Bowdler in Wolverhampton.

Since launching in Wolverhampton in 2015, the specialist dessert company has expanded to include sites in Bloxwich, Wednesfield and West Bromwich. It was considering a move into London but instead decided to expand closer to home.

Founder and director, Mu'azzam Ali explained: “When we were considering our next opening, we secured a unit at London Euston. However, having had our eye on Merry Hill for well over a year, we decided to keep our expansion initially focused on the West Midlands and surrounding areas. I don’t doubt, however, that we’ll create a nationwide presence through our planned future expansion.”

The company's continuing success saw The Little Dessert Shop win the Young Business of the Year title for the second year in a row at the Express & Star Business Awards last month.

With the unit at Merry Hill secured, Mu’azzam and his business partner Zaeem set about giving the unit the right look to reflect the Little Dessert Shop’s brand identity ahead of its opening last month.

Mu’azzam said: “The Little Dessert Shop has established a reputation that, in a very short space of time, has proven highly popular, not just with our customers but with our franchisees who share our vision. We have created a strong social media presence; are continually investing in our brand and creative marketing; and have ensured that we have the best systems in place to make running a store a success for all involved.

“However, to enjoy this success, it has been essential that we’ve had the right legal support in place. Faye Yee Van Heeren from FBC Manby Bowdler’s commercial property team has worked with us from the outset and I sincerely believe that her advice and support has allowed us to grow and prosper in the way we have. She really has been keen to our success.”

Faye Yee added: “Mu’azzam and Zaeem identified not only a relatively untapped segment of the hospitality sector, but did so in a way which allowed them to really focus on the overall business model and, importantly, the physical environments in which it would operate.

“The Little Dessert Shop has been on a phenomenal growth trajectory over the last two years and with a further four openings scheduled, I’m delighted to be able to work with the team as they continue to go from strength to strength.”

Further store openings are planned for Stafford, Telford, Stoke and Shrewsbury.