Archive note: This article records the original Anges de Sucre launch at Selfridges. We no longer supply cakes to Selfridges. Cakes are now ordered directly from Anges de Sucre for hand delivery across London and Surrey.
Becoming a cake supplier to Selfridges was one of the milestones that changed the scale of Anges de Sucre. The launch placed our cakes in the Oxford Street Food Hall and introduced a much wider audience to the deliberately over-the-top style we were making at the time.
A suitably dramatic debut
The first display was built around Halloween: large tiered cakes, dark theatrical decoration and the sort of designs that were almost impossible to walk past without stopping. The launch also led to press coverage, including a Telegraph Halloween feature.
What the partnership meant
At the time we were moving away from our own retail shop and towards a production-led bakery model. Supplying Selfridges gave customers a central London place to encounter the cakes while we concentrated more heavily on production.
The partnership eventually ran for five years. It ended around the pandemic period, and Anges de Sucre subsequently focused on direct online ordering and our own delivery service.
Ordering today
We are not currently stocked at Selfridges. If you want an Anges de Sucre cake now, browse our current cake collection for delivery across London and Surrey, or read the Selfridges archive page for more on that chapter of the business.
Lots of love,
Reshmi xoxo
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