Cult doughnut brand Dum Dum Donuts has unveiled a new state-of-the-art Bakery, Innovation Hub and Training Facility in Brentford, marking a major milestone in the brand’s relaunch and long-term growth strategy. The opening coincides with the launch of a new Wembley Park site in late December (2025), signalling the start of Dum Dum’s next phase of expansion.
The new multi-million-pound facility has been designed to support ambitious growth plans over the next five to ten years, with several new store openings already planned for 2026. The hub will act as a centre for innovation, enabling the team to develop ground-breaking bakery products that respond to both current and future consumer demand.
Founded by Paul Hurley, Dum Dum Donuts rose to prominence in 2014 with the launch of its first bricks-and-mortar site at Boxpark Shoreditch, earning the title of London’s first baked doughnut. Made using natural ingredients with no artificial colours or preservatives, Dum Dum is best known for its hero products including the Zebra Croissant Donut, Crème Brûlée Donut and The Yum Yum.
The brand quickly gained a cult status, becoming a stockist for Harrods, and expanding internationally with launches in Brighton and Dubai, followed by stores across London, Windsor and Birmingham. The pandemic forced the business to pause its expansion and scale back operations, but the relaunch marks a confident return to growth.
Still family-owned, Dum Dum Donuts now has the capacity to roll out 10+ stores per year, alongside plans to develop wholesale partnerships and launch nationwide direct-to-consumer delivery from the start of Q2 2026.
Paul Hurley, founder of Dum Dum Donuts, comments: “We’re incredibly excited for 2026. We’re now fully prepared to grow again in a new landscape with different consumer demands and financial realities. We’ve got so many ideas and can’t wait to bring people the doughnuts they know and love. We’ve spent a long time refining our recipes – our donuts are better than ever, and still baked, never deep-fried.”
