Wagstaff new MD at St Pierre Groupe

St Pierre Groupe has announced its new managing director following a successful buy-out process which saw the UK-based branded bakery business join the Grupo Bimbo portfolio earlier this year. The St Pierre Groupe business, which includes the St Pierre and Baker Street brands and licensed Paul Hollywood brand in its portfolio was sold, in its entirety, to the world’s largest bakery business.

David Wagstaff, who has led St Pierre Groupe’s US operation for more than two years, has been appointed to take the reins with immediate effect. Wagstaff has more than thirty years’ experience in food and drink, holding commercial and management positions with global brands in America, Asia and the UK.

Appointed to lead the existing St Pierre Groupe management team, Wagstaff will continue to be supported by a leadership team comprising Paolo Benedetto (CFO), Jen Danby (CMO), Brett Rhodes (Supply Chain Director), Muriel Vanoli (Quality & Compliance Director) and Yann Neveu (Procurement Director).

The business’ flagship brand, St Pierre, has achieved phenomenal growth in recent years achieving international success in the USA since its launch there in 2014. Wagstaff has spent two years at the helm of the US business, bringing authentic French brioche and bakery products to the US marketplace and establishing the brioche category as a staple in the instore bakery for US retailers.

The brand has also achieved exceptional growth in the UK, launching into the "big four" retailers in the last 2 years to bring authentic French brioche to UK consumers and growing by 75 per cent in the last 12 months.

“St Pierre Groupe is an entrepreneurial business that has achieved phenomenal success, both at home and internationally, using insight to develop brands and products that carry global appeal," said David Wagstaff. "Through its exceptional branded propositions, the business has made St Pierre the biggest brioche brand in America and the UK.

“All that is down to the fact that we have a stellar team based in the UK and US who work hard to create authentic experiences and drive brand awareness for our brands, worldwide. I am pleased to say that the leadership team at St Pierre Groupe remains largely unchanged following the acquisition, allowing us to continue to build our brands and drive growth with the unique St Pierre spirit for which our company is known.

“Demonstrating an understanding of the global consumer mindset and delivering products that cater to it, is at the heart of everything we do and is, in large part, the reason we have secured such a fantastic result in joining Grupo Bimbo. It’s an incredibly exciting time for our brands and talented team of people, providing access to the right infrastructure and expertise to propel our brands on to even greater success.”

St Pierre Groupe boasts a successful track record of impressive growth and now employs more than 90 people across the UK, Europe and America. The St Pierre brand is the number one brioche brand in the UK and USA. The business secured investment from BGF in 2018, who exited the business, along with original founders Paul Baker and Jeremy Gilboy following the Grupo Bimbo buy-out.

In the UK, the St Pierre Groupe brands are listed in all of the UK’s major multiple retailers, as well as the wholesale and convenience channels.