What Cake Craft Group does

Cake Craft Group, trading as Cake Craft Europe Limited (Company Registration Number 09101248), is a UK-based B2B wholesale distributor of cake decorating supplies headquartered in Colwick, Nottingham. The company operates a sales-led, trade-account-gated e-commerce platform (Visualsoft on Shopify) where professional cake makers, commercial bakeries, and cake decorating retailers must register with company details and VAT information to access wholesale pricing. Its catalogue spans ten main product categories — Airbrushing Equipment, Baking Ingredients, Chocolate Supplies (including 3D chocolate printers), Edible Cake Supplies (1,709+ items across 36 pages), Edible Imaging, Non-Edible Cake Supplies, Pre-Made Cakes & Lollies, Presentation & Storage, Printers & Cartridges, and Tools & Equipment — aggregating products from hundreds of third-party brands (Renshaw, PME, Wilton, Rainbow Dust, FMM, Colour Mill, Sugarflair, FunCakes, Cake Lace, Squires Kitchen, Dr. Oetker, Callebaut, etc.) alongside own-brand essentials and an exclusive partnership with Creativa By Margherita Ferrara.

The business model is straightforward wholesale distribution: revenue is generated through one-time product sales at trade pricing, with UK orders over £150 qualifying for free next-day delivery (orders placed before 13:00 GMT dispatched same day) and a £20 inc VAT small-order surcharge below threshold. International orders are accepted on quotation with a £150 ex VAT minimum. Distribution is exclusively through the proprietary storefront, supported by a podcast (Spotify, Amazon Music, Apple Podcasts, Google Podcasts), LinkedIn presence, email newsletter capture, and multi-network affiliate marketing (Affiliate Future, Commission Junction, Impact Radius). Certain product ranges carry halal, kosher, vegetarian, and vegan certifications sourced from suppliers including Renshaw, Squires Kitchen, and Sugarflair.

With a headcount of 9 employees, no disclosed funding rounds, no parent company, and no institutional investment, Cake Craft Group operates as a privately-held, owner-managed specialty wholesaler. The company's strategic posture emphasizes catalogue breadth, multi-brand aggregation, and community engagement (podcast, LinkedIn) rather than technology differentiation or vertical integration. Forward-looking commercial signals include the July 2026 Renshaw packaging relaunch and international shipping buildout, while its tech stack remains conventional e-commerce tooling (Shopify/Visualsoft, Google Analytics, SalesFire) with no disclosed AI or proprietary platform capabilities.

Name

Cake Craft Group

Legal name

Cake Craft Europe Limited

Website

https://cakecraftgroup.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Cake Craft Group is a UK-based B2B wholesale distributor of cake decorating supplies, serving professional cake makers, commercial bakeries, and cake decorating retailers through a trade-account e-commerce platform aggregating hundreds of third-party brands across 1,700+ SKUs.

Ownership category

akta.pro rank

Product category

Wholesale Cake Decorating Supplies

NAICS

Confectionery Merchant Wholesalers (42445)

akta.pro primary industry

Bakery & Desserts Distribution (CRAOABAE)

akta.pro secondary industry

Pastry, Cakes & Desserts Wholesale (AFAIAFAB)

Keywords

• Wholesale cake supplies
• Cake decorating products
• B2B trade distribution
• Baking ingredients wholesale
• Sugarcraft equipment

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Wholesale cake decorating supplies: B2B wholesale distribution of cake decorating supplies including edible cake decorations, tools, equipment, packaging, and ingredients to trade customers including professional cake makers, commercial bakeries, and retailers. Revenue generated through product sales at trade pricing with minimum order thresholds.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Cake Craft Group operates as a B2B wholesale distributor of cake decorating supplies, stocking products from hundreds of brands (including Rainbow Dust, Renshaw, PME, Wilton, FMM, Colour Mill, Sugarflair, FunCakes, Cake Lace, and Creativa by Margherita Ferrara) across categories such as edible decorations, baking ingredients, tools, equipment, packaging, and edible imaging printers. Trade customers register for accounts to access login-gated wholesale pricing, with free next-day UK delivery on orders over £150 ex VAT and international shipping on quotation.

Product overview

Cake Craft Group operates as a business-to-business wholesale supplier of cake decorating products, serving professional bakeries and cake decorators. The product portfolio is organized into ten main categories: Airbrushing Equipment, Baking Ingredients, Chocolate Supplies, Edible Cake Supplies, Edible Imaging, Non-Edible Cake Supplies, Pre-Made Cakes & Lollies, Presentation & Storage, Printers & Cartridges, and Tools & Equipment. Edible Imaging products include specialty printers for edible icing sheets and inks, while Chocolate Supplies feature 3D chocolate printing capabilities. The company distributes an extensive range of third-party branded products from over 50 suppliers including PME, Wilton, Renshaw, Rainbow Dust, Squires Kitchen, Sugarflair, Cake Lace, and DTM Print/Primera. Renshaw, a key brand undergoing packaging relaunch in July 2026, supplies sugarpaste and fondant products. Products are available to trade customers through both the Cake Craft Group website and retail branches across the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Edible Cake Supplies Wholesale range of edible cake decorations including buttercream, dried fruit, edible toppers, flower paste, food colourings, gels, isomalt, lustre dust, modelling paste, sprinkles, sugarpaste, and wafer paper, targeted at professional cake makers, commercial bakeries, and retailers.
• Baking Ingredients Wholesale baking ingredients including cake mixes, flavourings, icing sugar, spreads, sauces, and baking kits for professional and commercial bakery use.
• Tools & Equipment Wholesale range of cake decorating tools and equipment including baking trays, cake levellers, cutters, veiners, moulds, piping equipment, piping tips, nozzles, rolling pins, rolling mats, stencils, turntables, knives, smoothers, and professional books.
• Airbrushing Equipment Wholesale airbrushing products including airbrush colours, machines, airbrushing equipment, and spray booths used for cake decoration.
• Chocolate Supplies Wholesale chocolate decorating range including 3D chocolate printers, chocolate accessories, candy melts, chocolate drips, icing drips, chocolate moulds, and chocolate transfer sheets.
• Edible Imaging Wholesale edible printing solutions including edible icing sheets, edible imaging printers, edible inks, and pre-designed edible images for personalized cake decoration.
• Non-Edible Cake Supplies Wholesale non-edible decorating accessories including acetate, cake figures, cake toppers, ribbons, sugar floristry, candles, cake pop sticks, and cakesicle sticks.
• Pre-Made Cakes & Lollies Wholesale pre-made cake products including cakes, chocolate lollies, and chocolate pizzas intended for retail display.
• Presentation & Storage Wholesale packaging and display solutions including backdrops, cake bags, cake boards, drums, cake boxes, cake dummies, cake stands, cello bags, contact paper, cupcake boxes, cupcake cases, greaseproof liners, partyware, stickers, and labels.
• Printers & Cartridges Wholesale specialty printing equipment including chocolate printers, chocolate printer cartridges, edible ink printers, and edible ink cartridges for cake decoration.
• Wedding & Celebration Wholesale specialized supplies for weddings and celebrations including sugar flowers, modelling tools, and decorative elements.

Quantifiable outcome

• Free next day UK delivery on all UK orders over £150 (ex VAT)
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Rainbow DustcoreOthersFeatured brand stocked by Cake Craft Group. Rainbow Dust produces edible lustre dusts, shimmer dusts, sparkle dusts, food colourings, and cake art pens. Cake Craft Group distributes Rainbow Dust products to trade customers across the UK.
• RenshawcoreOthersKey brand partner supplying sugarpastes, fondants, modelling pastes, buttercream frostings, marzipans, and ready-to-roll icings. Cake Craft Group stocks the full Renshaw range including Just Roll With It, Ready to Roll Regal, Premium Covering Paste, and Flower & Modelling Paste lines.
• PMEcoreOthersFeatured brand supplying cake decorating tools, piping equipment, cutters, veiners, embossers, and modelling tools. Cake Craft Group is an authorized UK distributor of PME products.
• WiltoncoreOthersMajor international cake decorating brand supplying baking trays, piping tips, nozzles, food colourings, and cake decorating equipment. Stocked as a featured brand on the platform.
• FMM (Fantasy Flower Mold)coreOthersFeatured brand supplying sugarcraft tools, flower moulds, veining tools, and cake decorating equipment. FMM is a well-known UK brand in the cake decorating community.
• Colour MillcoreOthersFeatured brand supplying oil-based food colourings designed for use in chocolate, ganache, and oil-based cake products. Promoted as a trending brand on the platform.
• SugarflaircoreOthersFeatured brand supplying liquid and paste food colourings, spirit dollops, and edible dusts for cake decorating. One of the most widely stocked brands in the UK cake decorating market.
• FunCakescoreOthersFeatured brand stocked by Cake Craft Group. FunCakes produces edible decorations, sprinkles, flavourings, and cake decorations targeted at both professional and hobbyist cake makers.
• Cake LacecoreOthersFeatured brand supplying edible lace mixes and pre-mixed edible lace products. Cake Craft Group stocks the full Cake Lace range including original, pearlised, and coloured lace mixes in various sizes.
• Creativa By Margherita FerraracoreOthersExclusive high-end modelling paste brand developed by renowned cake artist Margherita Ferrara. Cake Craft Group stocks the standard modelling paste, white modelling paste with cocoa butter, and the award-winning special modelling paste. Products have won D'Licious Magazine Product of the Year for two consecutive years.
• DawnminorOthersDawn supplies commercial-scale baking ingredients including cake mixes and buttercream frostings. Cake Craft Group stocks Dawn Premium Genoese Cake Mix and Premium Buttercream Frostings in bulk 6kg formats.
• CulpittminorOthersBrand supplying edible cake toppers, cupcake cases, candles, cake boxes, cake boards, and cellophane bags. Cake Craft Group stocks 21 Culpitt products including baking cups, sugar toppers, and edible glaze.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cake Stuff: UK cake decorating supplies retailer carrying tools, ingredients, and packaging for hobbyist and professional decorators. Directly comparable as another UK-focused multi-brand cake decorating supply destination.
• The Cake Decorating Company: UK online retailer/wholesaler of cake decorating supplies including sugarcraft tools, edible decorations, and packaging. Directly competes in the same UK trade cake decorating supply category as Cake Craft Group.
• Squires Kitchen: UK-based specialist supplier of cake decorating ingredients, tools, and equipment serving both trade and hobbyist decorators. Directly comparable to Cake Craft Group as a UK category specialist with overlapping brand portfolios (Renshaw, Sugarflair, etc.).

Broad incumbents

• Hobbycraft: UK's largest specialist arts and crafts retailer with a cake decorating category stocking many of the same brands as Cake Craft Group. A broader incumbent that overlaps with Cake Craft Group in cake decorating supplies but is not specialized in the trade-only wholesale niche.

Regional players

• Satin Ice: US-headquartered manufacturer and distributor of fondant, gum paste, and icing products sold to professional and hobbyist decorators. Comparable to Cake Craft Group in the broader cake decorating supply category, but US-rooted with limited UK trade presence.
• NY Cake: US-based supplier of cake decorating supplies, baking ingredients, and equipment for professional bakers and decorators. Comparable category offering and target customer (professional decorators/commercial bakeries) but serves a different geography than Cake Craft Group.
• Global Sugar Art: US-based retailer/wholesaler of cake decorating supplies, tools, and ingredients serving professional decorators and bakeries. Comparable product breadth and customer base to Cake Craft Group, but operates in the US market rather than UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cake-craft-group

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Cake Craft Group