The Nottingham-based firm has unveiled Gary Quinn as joint chief executive officer, and Claire Astbury as chief marketing officer. The company has also announced its expansion into new facilities in the region, with a recruitment drive expected later in the year.
The announcement of the new group holding company name and senior appointments follows a sales increase in 2020 of 60% for The Cake Decorating Company and 10% for Cake Craft Group.
In the second half of 2021, Create Better Group, which currently employs more than 70 people, aims to move into new offices in Colwick in Nottingham. The company said the change of scene would allow it to expand beyond its current 32,000sq ft warehousing facilities.
Tandem operations
The Cake Decorating Company, founded in 2011, is co-owned by Debbie White and her son Daniel White. The company sells cake decoration items for both the professional and hobbyist market and is run in tandem with Cake Craft Group, which supplies wholesale and trade with cake decorating and baking products worldwide.
Daniel White, who is now joint CEO of Create Better Group along with Quinn, said: “The Cake Decorating Company and the Cake Craft Group are hugely successful businesses in their own right and for our customers – whether retail or wholesale – these will continue as the names they know and trust.”
He added: “The creation of Create Better Group was a key strategic decision for us. It brings our successful businesses and brands together under one roof. As a growing business, it’s an essential move to ensure we continue to work together seamlessly as one team.”
Major developments
Joint CEO Quinn joins the company with experience in business operations and expansion, having held roles in private equity and small and medium-size enterprises.
“We’re delighted with the continued growth of the business and I’m thrilled to have joined the group at such an exciting time,” said Quinn. “We’re looking forward to expanding into new offices, making further additions to the team and announcing some further major developments in summer 2021 and beyond.”
Astbury joins the business from Ideal Shopping Direct, where she was head of acquisition. She has 12 years’ experience in the leisure, publishing and retail industries.
