Premium cake stand manufacturer and retailer, Prop Options, has announced Daniel Bradley as new chief executive officer, as founders Bradley Young and Emily Lamb move to advisory roles.
Founded in 2019, Prop Options has grown from a home-based operation into a global business offering more than 830 products, serving customers in over 87 countries, with distribution hubs in the UK, mainland Europe, Australia and the United States.
The company’s products have featured across major broadcast and streaming platforms including The Great British Bake Off (Channel 4) and Wizards of Baking (Food Network), as well as programmes syndicated via Prime Video, Discovery+, Apple TV and Roku. In 2025, Prop Options created a £15,000 Swarovski-encrusted cake stand which set a Guinness World Record for the world’s most expensive cake stand and was later used at the wedding of actor and producer Terrence J. Howard and model and presenter Mira Pak in Dubai. The company has also created bespoke cake stands for high-profile weddings, including those of Dani Dyer and Jarrod Bowen in June 2025, and Daisy Lowe in July 2025.
Daniel joined Prop Options in 2020 to co-ordinate operations and customer services and has been a key part of the company’s growth and international expansion, moving to Executive Business Manager in 2024. His background spans ecommerce, consumer behaviour and the cake industry, having begun his career as a freelance website builder while studying for a master’s degree, before completing a PhD in psychology, human-computer interaction and individual differences in 2018. Alongside this, he spent eight years building and running baking blog ‘The Cruising Baker’.
“Since 2020, I’ve seen first-hand how Prop Options has grown into the most influential brand in the cake industry.” Commented Daniel, “Over recent months, I’ve been closely involved in leading the business, and stepping into the CEO role feels like a natural next step. There’s a strong team in place and a clear roadmap already underway, and my focus is on driving that forward.”
Bradley Young, co-founder of Prop Options, added: “Emily and I set out to build a business that could scale beyond us. Reaching this point after only five-years, with a global retail and wholesale operation is something we’re extremely proud of. Danny has played a central role in the business for several years and knows Prop Options inside-out. He is the right person to lead the next chapter.”
Daniel Bradley’s appointment as chief executive officer took effect on 21 January 2026. Bradley Young and Emily Lamb will continue to support the business at board level, providing strategic oversight as Prop Options moves into its next phase.
