Jennie Allen, 62, began her high-end grocery enterprise Bayley & Sage in 1997. From her first store in Wimbledon village, she now has 11 shops in south-west London, with a Hampstead retailer because of open in mid-April. There are additionally two standalone homeware shops, Abode, in Parsons Inexperienced (opened in 2021) and Belgravia (opened in 2023).
Turnover has elevated from £1.5mn to £30mn (2024). With headquarters in Fulham, a central manufacturing unit and a distribution centre at Wimbledon Park, the corporate has 220 staff.
Whether or not sourcing on a regular basis or artisanal produce, Allen’s focus is on provenance. At all times in demand are Ventoux cherries, English asparagus, magnums of Provençal rose, Wiston glowing wine, heirloom tomatoes, ratte potatoes, and truffle cheeses. The corporate began utilizing Deliveroo in February 2025.
CV
Born: Sunbury on Thames, March 1962.
Training: 1973-80: Sir William Perkins’s Grammar College, Chertsey (A-levels English and French).
1982-86: Manchester Polytechnic, BSc Lodge & Catering Administration.
Profession: Throughout A-levels labored for frozen meals retailer Bejam.
1987- 1997: Joined Cullens Meals Shops as trainee supervisor.
1994: Appointed Cullens industrial director, then managing director (1995).
1997: Opened first Bayley & Sage retailer.
2020: Retailer open in Fulham Highway, former Cullens store.
July 2022: Solely two-storey store in Marylebone Excessive Avenue opens.
Lives: Widowed final yr, Allen lives in Temple Ewell, Kent, a home in Provence, and a Parsons Inexperienced flat. Her two Staffordshire bull terriers, Bailey and Margaux, journey along with her.
Did you begin your enterprise accidentally or design?
Very a lot by design. From the age of 16 I knew I used to be going to work for myself and couldn’t see the purpose of going to school. My dad and mom weren’t entrepreneurs. My father was within the Navy and my mom didn’t work however she turned a neighborhood councillor and the Mayor of Runnymede.
My mom died once I was 24 and he or she had left me a bit of cash, that I assumed I might put in the direction of my very own enterprise. A one-day enterprise seminar in 1987 confirmed me I didn’t have the cash or expertise I wanted.
I went to work for Cullens as a trainee supervisor. Some time after I used to be space supervisor, they began a tremendous partnership scheme. I advised Cullens I might solely do it if I may have Holland Park retailer, which they agreed to. In 1989 it was an affordable method to get into enterprise.
I wanted sufficient cash to cowl weekly hire, charges, depreciation and costs. You needed to do your personal accounts, handle your workers and pay suppliers. That actually taught me the significance of money circulate. My sort of meals retailing is money optimistic, which suggests my prospects pay me as we speak, however I don’t pay the suppliers for 4 or 5 weeks.
Might you’ve got to the place you’re with out your retail expertise at Cullens?
Positively not. It was a tremendous nine-year apprenticeship. I labored for some unimaginable individuals, together with Peter Matthews, who turned my husband. I discovered that you have to have a transparent idea with a easy focus.
I used to be a companion for 18 months, then in 1991 I turned a franchisee. That was difficult as a result of no financial institution needed to lend cash to a lady of 29. I had £100,000 from money circulate however I used to be in search of £150,000 from the financial institution. I used to be turned down by 4 banks, and I didn’t qualify for the Small Enterprise Mortgage Assure Scheme as a result of my turnover was too excessive, which is ridiculous.
Ultimately, Cullens lent me £150,000, and I refinanced 9 months later from the Midland Financial institution. As a franchisee I elevated turnover and revenue for 4 years and paid them 4.5 per cent of turnover. I did new issues, opening Cullens Patisserie, and Cullens Categorical.
After this I vowed by no means to go to a financial institution once more. Every new Bayley & Sage store I’ve financed by retained revenue. I’ve by no means had a mortgage. My annual revenue is between £1mn and £1.5mn. I by no means got down to have so many shops. I assumed I might have three.
What are your standards for selecting websites?
I search for a parade of outlets the place there’s a neighborhood, usually in prosperous areas, and we will get to know prospects. Then we’ve got technical standards. The form of the store should permit adequate area for garbage storage and cooling items, and the road has to permit early-morning deliveries, like our bread suppliers coming at 4.30am.
Early on, individuals didn’t wish to supply us websites. Now we’ve got an excellent property agent and other people come to us. A website should even be on our distribution run from Wimbledon Park.
What did it’s important to sacrifice to begin the enterprise?
Social life, holidays, and a routine. If somebody rang in sick it was all the time me doing the double shift. If a door didn’t shut correctly, I used to be the one who needed to anticipate the restore man to return late to repair it. I don’t see it as a sacrifice. That is how it’s if you wish to be an entrepreneur. However there are compensations. I’ve actually loved watching individuals develop and develop of their roles.
Do you could have a pension?
I’ve had a pension since I used to be 27, and it was the most effective factor I ever did. I’m already on the £1mn mark.
After I turned 60, I took out circa £250,000 from the pension to purchase some land in Surrey that had planning permission for a bungalow. I’m deciding what to do, as it’s going to be my retirement place.
Although unused pension financial savings could also be answerable for inheritance tax in 2027, I plan to proceed contributing. My intention was by no means actually to the touch it anyway.
What’s your view of the October Funds?
It isn’t enterprise pleasant. We now have calculated that the nationwide insurance coverage and enhance within the London residing wage will value us £600,000. It’s a hefty cost that provides 10 per cent to our labour invoice. A small quantity we should soak up, the remaining we should discover by efficiencies.
The Funds adjustments would possibly imply we put enlargement on maintain for a yr, as £600,000 is barely lower than the price of becoming out new premises. We should assume onerous earlier than opening new shops. We needed to swallow the electrical energy rises with the Ukraine struggle, and that value was £500,000.
In the event you inherited £1mn how would you spend it?
I might give it away. I’m an excellent believer in educating younger individuals, and the corporate sponsors college students in increased training. One woman did forensic science, one other studied Method One engineering, the one woman on the course. I personally sponsor a charity in Tanzania, Mizizi Ya Mafanikio, serving to girls to higher themselves and have a profession. I give cash to Bookmark, a charity that improves youngsters’s literacy, and Momentum, which helps households of severely in poor health youngsters. I assist Goal Ovarian Most cancers, as a result of I’ve had the illness twice myself in 2013 and 2014. The expertise got here as a wake-up name to broaden the enterprise.
How environment friendly are you with private finance?
I do know precisely what’s in my private account and precisely what’s in my enterprise account. Till 5 years in the past I by no means paid myself something a lot. I put every little thing again into Bayley & Sage. I attempt to be financially savvy. I monitor rates of interest and all the time swap to increased paying accounts.
At 59 I made a decision I may afford to take a chunky dividend out of the enterprise. I purchased a property in Portugal, I paid off a giant a part of my mortgage, and I purchased a share of a yacht doing the Oyster World Rally.
My biggest indulgence is that I work part-time. After I used to be sick, I made a decision to work fewer hours, so I’ve the reward of time. I’m the one individual within the enterprise who doesn’t have an workplace or desk.
