David Wagstaff becomes Managing Director of St Pierre

December 9, 2022

St Pierre Groupe has announced the appointment of its new Managing Director, David Wagstaff, following on from a successful buy-out process which saw the UK-based bakery business join the Grupo Bimbo portfolio earlier this year. The St Pierre Groupe business, which includes the St Pierre and Baker Street brands and the licensed Paul Hollywood brand in its portfolio was sold to Grupo Bimbo.

David Wagstaff, who has led St Pierre Groupe’s US operation for more than two years has been appointed to Managing Director with immediate effect. Mr Wagstaff has more than thirty years experience in food and drink, as well as holding commercial and management positions with brands in the US, Asia and the UK.

Apopinted to lead the existing company management team, Mr Wagstaff will continue to be supported by a leadership team comprising of Paola Benedetto CFO, Jen Darby CMO, Brett Rhodes Supply Chain Director, Muriel Vanoli Quality & Compliance Director and Yann Neveu Procurement Director.

St Pierre has reported significant growth in recent years following on from achieving success in the US since its launch there in 2014. Mr Wagstaff has spent two years at the helm of the US business, bringing French brioche and bakery products to the US marketplace and establishing the brioche category as a staple in instore bakery for US retailers.

The brand has also registered growth in the UK launching into the ‘big four’ retailers in the last two years: Tesco, Sainsbury’s, ASDA and Morrison.

“St Pierre Groupe is an entrepreneurial business that has achieved phenomenal success, both at home and internationally, using insight to develop brands and products that carry global appeal. Through its exceptional branded propositions, the business has made St Pierre the biggest brioche brand in America and the UK,” said David Wagstaff, Managing Director at St Pierre Groupe.

“All that is down to the fact that we have a stellar team based in the UK and US who work hard to create authentic experiences and drive brand awareness for our brands, worldwide. I am pleased to say that the leadership team at St Pierre Groupe remains largely unchanged following the acquisition, allowing us to continue to build our brands and drive growth with the unique St Pierre spirit for which our company is known,” Mr Wagstaff added.

St Pierre Groupe now employs more than 90 people across the UK, Europe and US. The business secured investment from BGF in 2018 who exited the business along with original Founders Paul Baker and Jeremy Gilboy after the Grupo Bimbo buy-out.

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