One of the UK’s fastest-growing food brands, SpudBros Express, has chosen Frasers Plus Designer Outlet Swindon for its first-ever outlet location. Delivered in partnership with Taster, the European leader in creator-led food brands, and franchise Ketch & Co, the opening reinforces the destination’s appeal to ambitious brands entering their next phase of growth.
The signing reflects Frasers Plus Designer Outlet Swindon’s continued strategy to build a balanced food and beverage offer. Alongside established national operators, the destination is attracting emerging brands that bring fresh concepts and broaden its appeal to visitors.
Founded by brothers Jacob and Harley Nelson, SpudBros Express has rapidly grown from an independent family business into a nationally recognised brand, building a loyal customer following through its distinctive concept and strong consumer demand.
Choosing the right location for a first outlet store is an important milestone for any growing brand. With more than 90 designer and high-street brands, a significant regional catchment and a strategic location on the M4 corridor, Frasers Plus Designer Outlet Swindon offers ambitious businesses the visibility, customer reach and complementary retail environment to support their next phase of growth.
Nicky Lovell, head of outlets and retail business development at Global Mutual, said: “Alongside recognised national brands, we’re focused on identifying ambitious businesses that bring something new to the destination and reflect the way customer expectations continue to evolve.
“SpudBros Express has built an impressive following in a remarkably short period of time. Choosing Frasers Plus Designer Outlet Swindon for its first outlet location is a strong endorsement of the destination and demonstrates our ability to attract exciting brands at key stages of their growth.”
Jacob Nelson, co-founder of SpudBros said: “Opening our first outlet location at Frasers Plus Designer Outlet Swindon is an exciting milestone for the business as we continue to expand into new locations across the UK. The destination’s strong regional catchment, established retail offer and reputation as one of the country’s leading outlet shopping destinations made it the ideal location for this next chapter, and we’re looking forward to introducing the SpudBros Express experience to visitors.”
Simon Hedaux, co-founder at Ketch & Co, added: “We’re thrilled to be bringing SpudBros to Swindon. The brand’s incredible growth and cult following speak for themselves, and we’ve seen firsthand how much people love the food and the energy behind it. Frasers Plus Designer Outlet Swindon is a fantastic, high-footfall location, and we can’t wait to open our doors and serve the local community and visitors alike.”
Boyd Baptist Wahr, head of strategic operations at Taster, said: “The momentum behind SpudBros Express has been incredible, and Swindon is another important step in building a truly nationwide brand. What’s particularly exciting about this opening is that it shows the versatility of the concept from high streets and roadside locations to major retail destinations. Working with ambitious franchise partners like Ketch & Co allows us to accelerate that growth while making sure the experience and quality that people love about SpudBros remains at the heart of every new opening.”
