French artisan bakery and pâtisserie, PAUL, will open its 34th shop in Birmingham, as part of an overall brand roll-out that will see a further opening take place in the final quarter of 2015.
Launching on same day is the Grand Central shopping centre that will house the new 190 square metre site, the group’s third regional opening outside of London, following the launch of its Oxford bakery in December 2014 and its café in Newbury this Spring.
The 20-cover bakery will create 15 new local jobs, according to the company.
Open morning through to early evening, the bakery will offer PAUL’s signature range of breads baked fresh on site each day as well as its famous selection of pâtisserie, viennoiserie, gourmet salads and sandwiches.
Freshly-brewed coffee and a range of hot seasonal products including soups, croques and pizzas will also be available to buy in the shop or to take-away.
Jean-Michel Orieux, chief executive of PAUL UK, said: “This is a very exciting time for PAUL and we hope that our arrival in Birmingham will be a great addition not only to the newly launched retail hub but to the vibrant tourist market and its bustling economy.”
He added: “Birmingham has a wonderful balance of cultural heritage and a well established local community, and we hope that the people of the area will enjoy our exclusive range of traditional, hand-crafted bakery and fine pâtisserie products.”