Flour & Stone

Name

Flour & Stone

Legal name

Flour and Stone

Website

https://flourandstone.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Artisan Bakery

NAICS

Baked Goods Retailers (445291), Retail Bakeries (311811)

SIC

Retail-Eating Places (5812), Bakery Products (2050)

akta.pro primary industry

Artisan & Specialty Bakeries (Sourdough, Heritage Grains) (THAFAFAD)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Baking & Pastry Classes (THAJAGAJ), Bakery Grab-and-Go (Pastries, Packaged Desserts, Takeaway Bread) (CRAHAKAJ)

Keywords

• Artisan bakery products
• Celebration cakes
• Artisan bread pastries
• Bakery catering services
• Baking education classes

Headquarters

HQ city

Woolloomooloo

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Sales (In-Store): Direct retail sales of baked goods, cakes, pastries, and bread through two shopfronts in Woolloomooloo - The Pantry (dine-in) and The Annexe (takeaway).
2. Online Ordering: E-commerce platform for pre-orders with pickup at The Annexe or delivery within Sydney metropolitan area.
3. Specialty Cakes & Tarts: Custom celebration cakes and tarts sold for events with varying portion sizes from individual servings to large celebration cakes serving up to 100 guests.
4. Catering Services: Corporate and event catering with minimum 10 people and one week notice required. Menu includes selections of pastries, cakes, and savory items.
5. Baking Classes: Hands-on baking classes taught by Nadine Ingram and senior bakers, including specialty sessions like Ultimate Croissants and Essentials classes held at partner venues.
6. Cookbooks & Publications: Sale of published cookbooks including the Flour & Stone Cookbook ($60) and Love Crumbs Cookbook ($70), available in-store, online, and through international distributors.
7. Pantry Products: Artisanal pantry items including jams, curds, crackers, muesli, yogurt, and specialty ingredients sold separately.
8. Gâteau de Voyage (Nationwide Delivery): Travelling cakes designed for mail delivery nationwide, with a new flavour released weekly, primarily marketed as gift items.
9. Gift Vouchers: Digital gift cards redeemable for all products at both shops and online, sold via Square payment system.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

Flour & Stone is an artisan bakery that produces handcrafted celebration cakes, breads, pastries, and small baked treats from scratch in small batches at its Woolloomooloo kitchen in inner-city Sydney. It sells these through two physical shopfronts (The Pantry for dine-in and The Annexe for takeaway), its own e-commerce site with Sydney delivery, nationwide mail-order Gâteau de Voyage travelling cakes, plus catering services, baking classes, two published cookbooks, and a Pantry line of take-home provisions.

Product overview

Flour and Stone is a petite artisan bakery in Woolloomooloo, Sydney, operated by founder Nadine Ingram. The product portfolio centers on handcrafted celebration cakes, artisan breads, and pastries made from scratch in their kitchen, complemented by a Pantry line of take-home provisions (curds, jams, pastry, muesli). The business operates two shopfronts—The Pantry (dine-in) and The Annexe (takeaway)—and extends reach via nationwide Gâteau de Voyage travelling cakes, catering services, baking classes, and two published cookbooks. The offering is a unified artisanal bakery brand with complementary lifestyle extensions (cookbooks, classes, event hire) rather than a platform architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Cakes & Tarts Whole celebration cakes and tarts in signature varieties (Lemon Dream, Valrhona Manjari, Family Chocolate, Blackberry Forest, Athena) sold in sizes from individual servings to 16-inch cakes serving up to 100 guests for birthdays, weddings, and special events.
• Bread & Pastries Fresh daily-baked breads and viennoiserie including plain and almond croissants, Pain au Chocolat, white and seeded sourdough loaves, baguettes, ciabatta, Turkish bread, and savory buns.
• Sweet Little Things Small baked treats including honey-orange-blossom Madeleines, rum Canelés, Rocky Road, assorted cookies (amaretti, dark choc chip, gingernut, peanut and chocolate malt), scones, and muffins.
• Pantry Artisanal take-home provisions including Lemon Curd, jams, Berry Compote, Pot-set Yoghurt, Buttermilk Ricotta, Toasted Muesli, specialty crackers, All Butter Puff and Sweet Shortcrust pastry, Sample Coffee Sweet Tooth, and Rabbit Hole Tea.
• Gâteau de Voyage Travelling cakes engineered to survive nationwide mail delivery, with a new flavour released weekly (e.g., Gingerbread Hug with pears and fennel, Caprese Torte, Date Almond Thyme bundt, Workaday Malt Loaf), shipped in tins via Australia Post.
• Flour & Stone Cookbook Published cookbook featuring signature Flour & Stone recipes with foreword by Christine Manfield, sold in-store, online, and via international distributors including Book Depository and Apple Books.
• Love Crumbs Cookbook Nadine Ingram's memoir cookbook featuring 50 botanical-inspired celebration cakes with poetry and prose, organised by landscape (BUSH, FOREST, ORCHARD, MEADOW, SEA), published October 2024.
• Catering Catering service for work lunches, birthday celebrations, morning teas, and corporate events with minimum 10 people and one-week notice required, offering curated menus of pastries, cakes, and savory items.
• Baking Classes Intimate hands-on baking classes taught by Nadine Ingram and senior bakers (Essentials, Ultimate Croissants at The Agrarian Kitchen Tasmania, Boozy High Tea collaborations) including lunch, recipes, and take-home techniques.
• Gift Vouchers Digital gift cards redeemable across all products at both Riley Street shopfronts and online, delivered via email with redemption instructions and processed through Square Payments.
• Hire the Pantry Private hire of The Pantry venue at 53 Riley Street for up to 15 guests for birthday celebrations, baby showers, team meetings, or corporate events with curated menus.
• Cakes for Love A curated collection of celebration cakes inspired by love and relationships including Athena (raspberry, grappa, lime, mascarpone), Forest Wanderings, Love cake (tonka bean, rose, summer berries), Luna, and Ode to John Olsen.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Bourke Street BakeryminorOthersNadine Ingram transitioned from restaurant pastry chef to bakery work with Bourke Street Bakery in 2003. This was a formative career move that led her to open her own bakery. Not an active partnership but a significant professional relationship.
• Williams-SonomaminorStrategic or Co-development PartnerCollaborated with Williams-Sonoma to create workshops teaching the impact of baking on the soul. Joint workshop development for baking enthusiasts.
• CornersmithminorStrategic or Co-development PartnerCollaborated with like-minded business Cornersmith to create educational workshops on baking and its emotional impact.
• Tivoli Road Bakery (Melbourne)minorStrategic or Co-development PartnerNadine Ingram and former Bourke Street Bakery colleague Michael James held a pop-up at Tivoli Road Bakery in Melbourne.
• The Agrarian KitchencoreStrategic or Co-development PartnerPartner venue for Ultimate Croissants baking classes with Nadine Ingram, located in New Norfolk, Tasmania. Classes cost AU$595 per person and include hands-on experience, lunch with wine, and recipes.
• Full Circle SpiritsminorStrategic or Co-development PartnerBoozy High Tea collaboration with Rose Kentish, head distiller of Full Circle Spirits in Hahndorf, South Australia. Nadine Ingram bakes and serves cakes paired with special drinks created by Full Circle Spirits.
• Southern Wild CominorOthersAustralian beeswax candle brand sold in the Flour & Stone Pantry as a complementary home product.
• Kitchen SyncminorOthersKitchen Sync salad dressings and sauces sold in the Flour & Stone Pantry as complementary pantry items.
• Rabbit Hole TeaminorOthersSpecialty tea brand used as an ingredient in Flour & Stone products and sold in the Pantry.
• Sample CoffeeminorOthersLocal Sydney coffee roaster supplying coffee for the bakery and sold in the Pantry.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lune Croissanterie: Melbourne-based artisan croissant specialist with cult following and now Sydney and Brisbane outposts. Closely comparable on hand-laminated viennoiserie craft, premium pricing, and brand-led media profile; competing for the same artisan pastry customer.
• Black Star Pastry: Sydney-born premium bakery famous for the watermelon cake and now operating multiple locations plus a Melbourne site. Comparable on premium celebration cake positioning, strong media profile, and DTC focus; a step larger in scale and brand awareness.
• Brickfields Bakery: Sydney artisan bakery and cafe with a strong pastry-led identity and small wholesale footprint. Comparable craft positioning and inner-city cafe-bakery hybrid model; serves overlapping Sydney catchment with similar price points.
• Bourke Street Bakery: Australia's most prominent artisan bakery chain with multiple Sydney locations; founded by Tom Allan, with Nadine Ingram having worked there pre-Flour & Stone. Directly comparable on craft positioning, sourdough, and cafe-retail hybrid model, but operates at materially larger scale with wholesale and franchise arms.
• Sonoma Bakery: Australian artisan sourdough and bakery chain with multiple Sydney and interstate locations plus wholesale distribution. Comparable on bread-led artisan positioning and cafe-bakery retail model; operates at broader scale with B2B revenue.
• Tivoli Road Bakery: Melbourne artisan bakery founded by Michael James (former Bourke Street Bakery colleague of Nadine Ingram), with whom Flour & Stone has run pop-ups. Comparable craft positioning, premium bread and viennoiserie, and similar inner-city cafe-retail model.

Broad incumbents

• Bakers Delight: Australia's largest specialty bakery franchise with hundreds of locations nationwide. Comparable product category (bread and baked goods retail) but operates as a mass-market franchise rather than artisan boutique.
• Brasserie Bread: One of Australia's largest artisan bread bakeries, supplying supermarkets, foodservice, and running a small number of retail bakeries. Comparable on artisan bread production but operates at industrial scale and across B2B/B2C channels.

Emerging players

• AP Bakery (A.P. Bakery): Melbourne-based emerging artisan bakery with strong patisserie focus and DTC e-commerce. Comparable on craft pastry and giftable celebration cakes; smaller and more digitally native but pursuing similar premium positioning.
• Mr. Holmes Bakehouse: US-origin cult donut and pastry concept that has expanded internationally with a similar "Instagrammable pastry" media-driven brand model. Comparable on PR-led launch playbook, premium viennoiserie, and brand-as-experience positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/flour-and-stone-191275080952827
• Instagraminstagram.com/flourandstone/?hl=en
• Xx.com/flourandstone
• LinkedInlinkedin.com/company/flour-and-stone

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Flour & Stone