Bakehouse’s Expansion: Doubling Outlets, Boosting Staff by 50%, and Defying Hong Kong’s Retail Slump with Popular Egg Tarts

Bakehouse is expanding, increasing its locations by 100% and its workforce by 50% due to the success of its egg tarts amidst Hong Kong's challenging retail environment. The bakery, located in Wan Chai, plans to invest around US$4 million to increase its number of branches to ten by the close of 2025.

Bakehouse is pouring millions into expanding its presence in Hong Kong, doubling its size to meet the increasing demand for its sourdough egg tarts. This comes as a rare positive development in the midst of the city's retail and consumption downturn.

The bakery situated in Wan Chai plans to invest around US$3.98 million (HK$31 million) for its expansion into Tung Chung and Sha Tin in the New Territories. Moreover, it also intends to extend its factory in Chai Wan, aiming to increase its outlets to 10 by the conclusion of 2025, as stated by the founder Gregoire Michaud during an interview.

"Our brand's reputation has grown thanks to social media platforms such as Xiaohongshu, leading to requests for us to increase production and open new branches," stated Michaud.