Humble Crumble to open first site in the West End

Humble Crumble, the artisan crumble bakery, is set to open its first dedicated space in the West End, following the operator’s plans to expand across London

CBRE Investment Management has announced Humble Crumble, the artisan crumble bakery helmed by Forbes 30 Under 30 entrepreneur Kim Innes, is set to open a dedicated unit in the West End as the brand begins its expansion plans across the capital. 

Joining its current locations in Camden Market, Borough Market, and Spitalfields, Humble Crumble is set to open a store in Seven Dials Warehouse, located on the corner of Earlham Street and Neal Street. The operator, which was founded in 2018, has become a staple dessert brand since its inception, cultivating a dedicated following across social media. Known for its variety of fruity crumbles such as Apple & Cinnamon, Mixed Berry, and Rhubarb, Raspberry & Orange, Humble Crumble will deliver a unique dessert offer, complementing the wider Seven Dials area. 

Humble Crumble completes the offering of Seven Dials Warehouse, the iconic Grade II listed building, which has been refurbished by CBRE IM and is home to Red Bull’s UK headquarters, as well as Urban Outfitters.

Louisa Butters, Head of Retail Asset Management UK at CBRE Investment Management, commented: “As a prime location in the West End, the Seven Dials area is a real hotspot for some of the best F&B brands in London. With its heritage, renowned character, and the continued interest it garners from residents, office workers and tourists, Seven Dials is the ideal place to support the growth of independent brands. Humble Crumble will deliver a popular dessert choice for the West End, and we look forward to their opening.”

Kim Innes, Founder of Humble Crumble, also added: “We’re excited to have our freshly baked crumbles join the thriving food scene in the Seven Dials area. Our journey has been an exciting one, and we hope to create moments of happiness with our pots of crumble for the locals and those passing through. We hope to see our success continuing in our new space on Earlham Street and look forward to being part of such a prominent location.”