What Two Magpies Bakery does

Two Magpies Bakery Limited is a privately-held artisan bakery group operating 11 bakery café locations across East Anglia (Norfolk and Suffolk), with a central production bakery in Walpole supplying all sites. Founded in 2013 in Southwold and majority-owned by Steve Magnall since early 2023, the company manufactures freshly baked bread, pastries, and cakes daily using long-fermentation sourdough techniques, hand-laminated pastry with Lescure butter, and stone-deck oven baking. Its product portfolio spans artisan sourdough loaves, French butter croissants, signature cakes (including the award-winning Miso Caramel Hazelnut Brownie), wedding and celebration cakes, letterbox brownies for nationwide delivery, and the Hilton Macarons sub-brand acquired in 2024. The company also operates a Bake School at Darsham offering hands-on classes in doughnuts, macarons, and pizza.

The business operates a direct-to-consumer model with five interlocking revenue streams: in-café food and beverage sales (the primary stream, anchored by Allpress coffee), pre-ordered celebration and wedding cakes, online click-and-collect and home delivery (powered by Shopify), Bake School classes and private bookings, and corporate catering. Pricing is unit-based across all streams, with celebration cakes ranging from £40 to £115+, Bake School classes priced £90-£140, and a £6.95 flat shipping fee for nationwide delivery. Distribution is regional, concentrated in tourist and affluent market towns along the East Anglian coast, with limited national reach through letterbox brownies and macarons. The customer base is heavily individual/family consumers, with a smaller B2B segment comprising corporate catering and wedding venue partnerships (e.g., Wilderness Retreat). Key supplier relationships include Marriage's flour, Fen Farm Dairy, Adnams, and Easter's of Norwich, positioning the brand on local provenance and ingredient quality.

Name

Two Magpies Bakery

Legal name

Two Magpies Bakery Limited

Website

https://twomagpiesbakery.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Two Magpies Bakery is an independent artisan bakery operating 11 bakery cafés across East Anglia, producing handcrafted bread, pastries, and cakes from a central bakery in Walpole for direct-to-consumer sales, online delivery, wedding/celebration orders, and baking classes.

Ownership category

akta.pro rank

Product category

Artisan Bakery

NAICS

Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Cookies & Crackers (2052), Sugar & Confectionery Products (2060)

akta.pro primary industry

Cafe-Bakeries (Bakery + Coffee/Foodservice) (THAFAFAG)

akta.pro secondary industries

Dessert-First Bakeries (Cupcakes, Cookies, Brownies) (THAFAFAH), Cookie & Brownie Shops (THAFAGAF), Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

• Artisan bakery
• Sourdough bread
• French pastries
• Celebration cakes
• Baking classes

Headquarters

HQ city

Southwold

HQ country

United Kingdom

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Café food and beverage sales: In-café sales of freshly baked bread, pastries, cakes, savouries, breakfast, lunch items, and beverages including Allpress coffee. Primary revenue stream from 11 physical café locations.
2. Celebration and wedding cakes: Pre-ordered celebration cakes (birthdays, anniversaries, baby showers) and bespoke wedding cakes, available for collection with 48-72 hours notice. Orders placed online with personalisation options.
3. Bake School classes: Hands-on workshops including Dedicated to Doughnuts (£90), Macaron Masterclass (£140), and Pizza Pro Masterclass. Also offers private group bookings and gift vouchers (£25).
4. Online product sales (delivery): Home delivery of letterbox brownies and macarons nationwide. Shipping fee of £6.95 for nominated day delivery.
5. Click & collect: Online ordering for collection from any bakery location. Minimum 48 hours notice required. Full product range including bread, pastries, cakes.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Two Magpies Bakery is an independent artisan bakery that hand-produces sourdough bread, French-style pastries (croissants, cinnamon swirls, pain au chocolat), celebration cakes, wedding cakes, brownies and macarons from its central bakery in Walpole, distributing them through 11 bakery cafés across East Anglia, an online shop with click & collect and nationwide delivery, and an in-person Bake School. Its offering centres on freshly baked daily production using long-fermentation, hand-lamination and stone-deck oven techniques with locally sourced East Anglian ingredients.

Product overview

Two Magpies Bakery is a multi-site artisan bakery group operating 11 bakery cafés across East Anglia. The company offers a unified product portfolio centered on freshly baked bread, pastries, and cakes, supplemented by a bake school for culinary education, catering services for events, and an online store powered by Shopify. The core offering includes signature sourdough breads, hand-laminated French pastries, award-winning celebration and wedding cakes, and the Hilton Macarons sub-brand acquired in 2024. Products are available via in-store purchase, click & collect from any café location, and nationwide home delivery for brownies and macarons.

Differentiator

Problem solved

Functional benefit

Brands

• Hilton Macarons: Award-winning artisan macaron brand, acquired in 2024 and operated as a sibling brand. Available across Two Magpies counters and online.

Products and services

• Bread Artisan sourdough and specialty loaves baked fresh daily using long-fermented dough and stone-deck ovens, including the signature Magpie Sourdough made from wheat and rye flours. Sold in bakery cafés and via click & collect for individual consumers and families.
• Pastries & Bakes Handcrafted French butter croissants, cinnamon swirls, pain au chocolat and seasonal pastries with delicate flaky lamination using Lescure butter. Sold in bakery cafés and pre-ordered online for click & collect.
• Celebration Cakes Bespoke celebration cakes for birthdays, anniversaries and special occasions, available in multiple sizes (from £40 Small serving 8-12 up to £115+ Dessert Treat Tower) with customisable flavours, buttercream designs and piped messages. Available for collection from any bakery location with minimum 48-72 hours notice.
• Wedding Cakes Custom wedding and event cakes designed to order with consultation and tasting sessions at the Darsham Bake School, including venue delivery across East Anglia and bespoke pricing based on serving size and design complexity.
• Letterbox Brownies Award-winning fudgy brownies (£22 per box) in multiple flavours (Caramel & Honeycomb, Chocolate Orange, Salted Caramel & Almond, Miso Hazelnut Caramel, Caramelised Peanut Butter) packaged as letterbox-friendly gifts for nationwide UK delivery.
• Hilton Macarons Sister brand offering award-winning artisan macarons in classic and seasonal flavours, available across Two Magpies bakery café counters and online via hiltonmacarons.co.uk for nationwide UK delivery.
• Catering Pre-set platters and bespoke catering for offices and events, including Breakfast Bundles, Vienoisserie Boards (serves 12, £37) and Croissant & Granola Boards (serves 6, £45), targeted at businesses and event organisers.
• Bake School Hands-on baking workshops at the Darsham Bake School, including Dedicated to Doughnuts (£90, 3.5 hours), Macaron Masterclass (£140, 5 hours with afternoon tea) and Pizza Pro Masterclass, plus private and corporate group bookings.
• Gift Vouchers Digital gift vouchers (minimum £25 denomination, valid for 1 year) redeemable for Bake School classes, click & collect orders and online purchases across the Two Magpies group.

Quantifiable outcome

• Britain's Best Cake winner 2024 and 2026 (consecutive top prizes)
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Hilton MacaronscoreStrategic or Co-development Partner · 1 January 2024Award-winning macaron brand acquired into the Two Magpies family in 2024 as a sibling brand. Their beautiful macarons are now available across Two Magpies counters and online, adding artisan macaron artistry to the offering. Operates from the Darsham location alongside the Bake School.
• AdnamscoreOthersSuffolk-based brewery supplying Broadside ale used in Two Magpies' bread pudding products. Local supplier partnership supporting the regional identity and quality ingredients strategy.
• Marriage'scoreOthersQuality flour miller providing flour for consistency and performance in baking. Key supplier partnership for core baking ingredients.
• Wilderness RetreatminorChannel Partner/ Reseller/ DistributorFeatured as a recommended supplier for wedding venue partnerships. Two Magpies creates wedding and celebration cakes for events at this East Anglia wedding venue.
• Marlesford Farm Shop and CafecoreStrategic or Co-development PartnerAcquired in February 2026 as the 11th site location. Purchased and rebranded as Two Magpies Marlesford. Strategic expansion acquisition to increase group turnover by 10-15% and support growth towards 50-site target.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Paul UK: French-origin bakery-café chain with comparable product mix (viennoiserie, patisserie, breads, savoury items) and café-bakery model. Directly competes for the same artisan bakery-café customer occasion and high-street locations.
• Bread Ahead: London-based artisan bakery and bake school, with comparable craft positioning, Bake School offering, and bakery-café model. Overlaps directly with Two Magpies on training/experiential revenue and artisan sourdough/pastry credentials.
• Ben's Cookies: UK-founded cookie and dessert specialist with multi-site retail and DTC shipping. Directly comparable on cookie/brownie merchandising, premium gift packaging, and online delivery economics.
• Gail's Bakery: UK's most scaled artisan bakery-café chain, operating ~100+ sites with comparable product mix (bread, pastries, cakes), central production, and premium positioning. The closest direct peer in business model, customer base, and quality narrative.
• The Hummingbird Bakery: UK cake and dessert specialist with multi-site retail presence. Directly comparable on celebration cakes, cupcakes, and brownies — the exact categories where Two Magpies has won Britain's Best Cake.

Broad incumbents

• Crussh: London-focused café chain offering food and beverages including bakery items. Operates at a broader health-focused café positioning; relevant benchmark for café-bakery unit economics in UK cities.
• Patisserie Valerie: Established UK patisserie and cake café chain. Comparable on celebration cakes and café-bakery model, though at a more mass-market positioning; useful as a benchmark for scaling cakes in the UK.
• Le Pain Quotidien: Global bakery-café chain with similar organic, sourdough-led, communal-table positioning. Operates at broader scale and is an established incumbent in the artisan bakery-café category.

Others

• Hilton Macarons: Award-winning artisan macaron brand acquired by Two Magpies in 2024 and now operated as a sibling brand. Listed here to make clear the relationship — it is a wholly-owned sub-brand rather than a true independent peer.

Regional players

• E5 Bakehouse: London-based artisan bakery and bake school with comparable craft narrative, long-fermentation sourdough, and café + school model. Regional to London but directly comparable on craft positioning and Bake School.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/2magpiesbakery
• LinkedInlinkedin.com/company/two-magpies-bakery-limited

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Two Magpies Bakery