Cake Stuff
Cake Stuff is a UK-based e-commerce retailer of cake decorating supplies, aggregating 90+ third-party brands (including Wilton, PME, Renshaw) for hobbyist home bakers and professional decorators via a storefront with trade accounts and international delivery.
- Company typePrivate
- Founded1979
- HeadquartersLanark, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Cake Stuff does
Cake Stuff is a UK-based, privately held e-commerce retailer specializing in cake decorating and baking supplies, operating as a multi-brand marketplace under Cake Stuff Limited. Founded in 1979 and headquartered at Colwick Industrial Estate, Nottingham, the company serves both consumer hobbyists and professional cake decorators through a single online storefront, offering 17+ product categories including bakeware, edibles, colourings, icing, modelling materials, sugar flowers, tools, packaging, and seasonal/occasion products. Its catalog aggregates over 90 third-party brands (notably Wilton, PME, Renshaw, Sugarflair, Rainbow Dust, Dr. Oetker, and FunCakes), positioning the business as a one-stop specialist rather than a single-brand manufacturer.
The underlying technology is a self-serve e-commerce retail platform supporting multi-currency checkout (AUD, CAD, EUR, USD, GBP), domestic UK delivery via Evri, Yodel, and DPD (including next-day on orders placed by 4.30pm and free delivery over £75), click-and-collect, and international shipping via DHL. A dedicated trade-account program provides bulk pricing and multi-address delivery for professional cake decorators, bakeries, and cake schools, while a community layer — Instagram and Facebook presence, a blog/tutorial library, Trustpilot integration, and a named ambassador program (Suzanne Esper, Kerry Hemms) — drives top-of-funnel acquisition and content engagement.
Revenue mechanics are predominantly one-time product sales through the storefront, with pay-as-you-go unit pricing for consumers and tiered bulk discounts for trade customers. No revenue figures, funding rounds, M&A activity, or leadership details are disclosed in the source data. Customer segmentation is hybrid: a long-tail of home bakers (persona) and a primary professional/trade segment (persona + business unit) with dedicated pricing. The company is asset-light, has 11–50 employees, and is independently operated with no parent or investor structure disclosed.
Cake Stuff firmographics
Firmographics- Name
- Cake Stuff
- Legal name
- Cake Stuff Limited
- Website
- https://cake-stuff.com
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cake Stuff is a UK-based e-commerce retailer of cake decorating supplies, aggregating 90+ third-party brands (including Wilton, PME, Renshaw) for hobbyist home bakers and professional decorators via a storefront with trade accounts and international delivery.
- Ownership category
- akta.pro rank
Cake Stuff industry classification
Industry- Product category
- Cake Decorating & Baking Supplies Retail
- akta.pro primary industry
- Online Bakery & Desserts Delivery (CRAHAIAK)
- akta.pro secondary industry
- Bakery & Desserts Distribution (CRAOABAE)
Keywords
Where Cake Stuff is headquartered
LocationHeadquarters
- HQ city
- Lanark
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Cake Stuff business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Direct e-commerce sales of cake decorating supplies to consumers and trade customers through online storefront
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard consumer pricing with trade account discounts |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Cake Stuff product offering
Product offeringCore offering
Cake Stuff is an online retailer specializing in cake decorating and baking supplies, offering a comprehensive range of products organized across categories including cake boards, bakeware, edibles, cake boxes, icing, modelling materials, piping supplies, colourings, ingredients, chocolate, decorations, and tools. The platform distributes over 90 third-party brands such as Wilton, PME, Renshaw, Sugarflair, FunCakes, and Dr. Oetker, and also operates a dedicated trade account program with bulk pricing for professional cake decorators and bakeries.
Product overview
Cake Stuff is an e-commerce retailer specializing in cake decorating and baking supplies, operating as a multi-brand marketplace offering a comprehensive range of products for both amateur and professional bakers. The offering is structured as a single unified online store with products organized into distinct categories: cake boards, bakeware, edibles (decorative and ingredients), cake boxes, display items, printing supplies, icing products, modelling materials, piping supplies, sugar flowers, colourings, ingredients, chocolate products, decorations, tools, seasonal/occasion products, and bulk buying options. The platform distributes over 90 third-party brands including Wilton, PME, Rainbow Dust, Renshaw, Sugarflair, FunCakes, Dr. Oetker, LorAnn, Vanilla Scientific, Colour Mill, Squires Kitchen, FMM, Whisked Away, Cake Lace, Couture, SmartFlex, Sugar & Crumbs, Sweet Sticks, Sattina, THE SUGAR PASTE, and Simply Making. The business also offers trade accounts for professional bakers and bulk purchasing programs.
Differentiator
Problem solved
Functional benefit
Products and services
- Cake Boards
Companies that use Cake Stuff
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Cake Stuff technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cake Stuff partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- WiltoncoreWilton is one of the most reputable cake decorating brands, providing a vast range of quality products. Established in America in 1929, Wilton has expanded significantly and sells bakeware and cake decorating equipment in 105 countries. Cake Stuff offers a wide range of Wilton products including cake tins, colours, piping tips, and baking cases.
- PMEcoreFeatured brand available on Cake Stuff platform
- Rainbow DustcoreFeatured brand available on Cake Stuff platform
- RenshawcoreFeatured brand available on Cake Stuff platform
- SugarflaircoreFeatured brand available on Cake Stuff platform
- Colour MillcoreFeatured brand with promotional offers (any 2 for £8, any 3 for £12)
- FunCakescoreFeatured brand with promotional offers (any 3 for £12)
- LorAnncoreFeatured brand with promotional offers (any 2 for £12). Founded in Lansing, Michigan, USA in 1962.
- Dr. OetkercoreFeatured brand available on Cake Stuff platform
- Cake LacecoreFeatured brand available on Cake Stuff platform
- FMMcoreFeatured brand available on Cake Stuff platform
- Vanilla ScientificcoreFeatured brand of vanilla extracts and flavourings available on Cake Stuff platform
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Cake Stuff competitors and assessment
Company assessmentOthers
- Wilton Brands: Iconic US cake decorating brand (founded 1929) selling bakeware, colorings, tools and sprinkles in 105 countries. Functions both as a Cake Stuff supplier and as a competing direct-to-consumer retail destination in the same product categories.
- Rainbow Dust Colours: Specialist UK edible decoration brand (edible glitter, dust, paint, toppers) carried by Cake Stuff while also serving customers directly. Comparable niche player in the same decorating-supplies category with overlapping brand-led retail economics.
- Cake International / ICHF Events: Organizer of the UK's flagship cake decorating trade shows where suppliers showcase products and decorators (including Cake Stuff ambassador Kerry Hemms) compete. Adjacent ecosystem platform shaping Cake Stuff's professional community.
- PME Cake: UK-based cake decorating equipment and supplies brand sold through Cake Stuff, also operating its own direct sales channel. Dual role as both a key supplier and a partial DTC competitor to Cake Stuff.
- Renshaw Baking: Major UK sugarpaste, fondant and icings brand distributed via Cake Stuff as well as direct. Acts both as a core Cake Stuff supplier and a competing direct channel for finished baking ingredients.
Direct peers
- The Cake Decorating Company: Online specialty retailer of cake decorating tools, ingredients and equipment, serving hobby and professional decorators. Closely comparable e-commerce-led model with multi-brand assortment in the same vertical as Cake Stuff.
- Squires Kitchen: UK-based specialty retailer of cake decorating and sugarcraft supplies with trade services and a deep own-brand product range. Most directly comparable to Cake Stuff on product taxonomy, customer base (home bakers plus professional decorators) and UK trade account model.
Broad incumbents
- Hobbycraft: UK's largest specialist arts and crafts retailer with cake decorating as one of many categories. Comparable in customer overlap (hobby/craft shopper) and trade services, but its cake range is one department within a much broader assortment rather than a focused offering.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Cake Stuff social profiles
Digital presenceCake Stuff financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cake Stuff leadership team
Management profileNumber of profiles
Cake Stuff funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cake Stuff M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cake Stuff
What does Cake Stuff do?
Cake Stuff is an online retailer specializing in cake decorating and baking supplies, offering a comprehensive range of products organized across categories including cake boards, bakeware, edibles, cake boxes, icing, modelling materials, piping supplies, colourings, ingredients, chocolate, decorations, and tools. The platform distributes over 90 third-party brands such as Wilton, PME, Renshaw, Sugarflair, FunCakes, and Dr. Oetker, and also operates a dedicated trade account program with bulk pricing for professional cake decorators and bakeries.
Is Cake Stuff a public or private company?
Cake Stuff is a private company. It is classified as unknown and is currently operating.
When was Cake Stuff founded?
Cake Stuff was founded in 1979. It employs 11 to 50 people.
Where is Cake Stuff based?
Cake Stuff is headquartered in Lanark, United Kingdom, in the Europe region.
How does Cake Stuff make money?
One revenue line is on record: product Sales.
Who are Cake Stuff's main competitors?
Others on record are Wilton Brands, Rainbow Dust Colours, Cake International / ICHF Events, PME Cake and Renshaw Baking. Direct peers are The Cake Decorating Company and Squires Kitchen. Hobbycraft is listed as a broad incumbent.
Does Cake Stuff have an API?
No public API is recorded for Cake Stuff.
What industry is Cake Stuff in?
Cake Stuff's product category is Cake Decorating & Baking Supplies Retail. Its primary akta.pro industry code is CRAHAIAK, Online Bakery & Desserts Delivery, with a secondary code of CRAOABAE, Bakery & Desserts Distribution.