Humble Crumble to open first West End site as part of London expansion plans

Humble Crumble, the artisanal crumble bakery brand led by Forbes 30 Under 30 Entrepreneur Kim Innes, is set to open its first site in the West End as it looks to expand across the capital.

The new store in Seven Dials Warehouse, located on the corner of Earlham Street and Neal Street, will join the brand’s existing locations in London in Camden Market, Borough Market, and Spitalfields.

Founded in 2018, the operator has cultivated a strong following on social media and is known for its variety of fruity crumbles such as apple and cinnamon, mixed berry, and rhubarb, raspberry and orange.

Humble Crumble will complete the offering at Seven Dials Warehouse, the Grade II-listed building, which has been refurbished by CBRE Investment Management and is home to Red Bull’s UK headquarters as well as Urban Outfitters, which has recommitted to its 8,200 sq ft unit.

Louisa Butters, head of retail asset management UK at CBRE IM, said: “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.”