Salonica Maroon co-invested in the 100-strong dessert brand chain alongside majority shareholder Pistachio Holdings in December 2020. The additional investment reaffirms the fund’s commitment to Creams’ growth and establishing it as a world-class dessert brand, it says.
Salonica Maroon is led by Omar Majid and Othman Shoukat, with the latter having served as managing director of Creams for two years.
Creams has continued to bolster its senior management team, with the most recent appointment being Everett Fieldgate as CEO. The former chief development officer of KFC UK & Ireland’s MENA business, Fieldgate will ‘turbo charge’ the company’s growth in the UK, particularly in the north of England, and internationally.
A flagship store in opened within the Manchester Arndale Centre in December 2022 and there are 15 new locations in the pipeline including a new store in Streatham, London within Tesco next week.
“Pistachio Holdings and Salonica Maroon have worked very closely to develop the Creams Cafe brand and strategy and we are confident that our new CEO will support us in creating a platform for exceptional growth and support our ambitions to make Creams a truly world class global F&B brand,” says Majid.