Our Story

Primrose Bakery was founded in October 2004 by Martha Swift and then business partner, Lisa Thomas, in their home kitchens before opening their first bakery in Primrose Hill, North-west London in 2006.

Martha is now the sole owner and the business is still based in its original location in Primrose Hill, where everything is baked fresh every day and then picked up or delivered all across London. There are also 5 bestselling Primrose Bakery cookbooks! If you come into the store we have a wide range of cupcakes, cakes, cookies and slices to takeaway together with coffee, tea, soft drinks or milkshakes plus a varied range of cards, wrapping paper and small gifts.

As this is still a family business, we have tried to keep all the ingredients seasonal, well sourced and of the highest quality. We use minimal food colouring and no preservatives or additives of any kind. Everything is hand iced and baked in small batches to really give the essence of simple old fashioned cooking. We strongly believe that every occasion needs cake!