Patisserie Valerie partners with Sainsbury’s

Patisserie Valerie has partnered with Sainsbury’s in a deal that will see 250 stores stock its goods ahead of the Christmas period. 

According to The Telegraph, the baked goods will be sold in its supermarkets from 2 December. 

The deal is a first for the brand, which became entangled in an accountancy scandal in 2018 after the company overstated its accounts by £94m. It then collapsed into administration last year but was later rescued by Irish equity firm Causeway Capital Partners (CCP) for an undisclosed sum.

Since then, Patisserie Valerie is said to be “doing well”, according to The Telegraph, which suggested that the new management appointed by CCP has supported the brand during the pandemic by selling its stock online.

Patisserie Valerie chief executive James Fleming told The Telegraph: “Both Patisserie Valerie and Sainsbury’s are brands that are much loved and trusted by UK consumers. 

“In bringing our range exclusively into Sainsbury’s stores and online to their customers, we are excited to build on that trust with our high quality, handmade cakes and patisserie.”

Retail Sector has contacted Patisserie Valerie for comment.