Independent hospitality and events operator Bustler has announced the latest confirmed trader for its new St James Yard destination in Derby, with fast-growing cookie brand Dollies joining the line-up ahead of the launch later this year.
Founded by sisters Neelam Atique and Nida Atique, Dollies has built a loyal following across the East Midlands for its indulgent American-style handmade cookies, bold branding and playful personality.
The business began in 2018 in their mum’s kitchen in Leicester after their brother, Ramaize, returned from the United States craving the soft, oversized cookies he had discovered there. What started as late-night baking sessions between the sisters quickly evolved into a fast-growing independent food business.
Following Neelam’s marriage to Hassaan Abubakar in 2019, Hassaan later left his career in IT to join the business full-time as the brand rapidly expanded.
Today, Dollies serves customers across the UK through online orders, wholesale partnerships, food festivals and pop-ups, with the brand becoming known for its stuffed cookies, nostalgic flavours and energetic social media presence.
Fresh cookies baked daily
At Bustler Derby, Dollies will initially supply fresh cookies baked daily from its Leicester production kitchen before gradually introducing an on-site baking concept as the business grows and trains a dedicated Derby team. The long-term vision is to serve warm cookies fresh from the oven as part of what the team describes as its ‘most fun concept yet’.
Bustler’s new St James Yard development will feature around 20 shipping containers arranged across two levels, bringing together chef-led food concepts, restaurants, bars, independent retail and service-led businesses alongside indoor and outdoor social spaces.
Alongside the main site, Bustler has also taken on a neighbouring building backing directly onto the development, which will become home to Dukes, a new Buxton Brewery taproom serving exclusive small-batch beers alongside private hire and event space.
The wider development aims to create a modern independent high street, combining food, drink, retail and creative businesses in one vibrant city centre location.
Dollies has previously worked with Bustler on food events across the region and says the brand’s audience and atmosphere made Derby a natural fit for its first permanent-style experiential concept.
The business has appeared at major events including WingFest and Comic Con, completed a seven-month residency at Highcross Leicester and even baked for Leicester City F.C..
Olivia Pritchard, Managing Director of Bustler, said:
“Dollies brings something really fun, energetic and different to the line-up. Their branding is brilliant, the cookies are incredible and they’ve already built a really strong following across the Midlands.
“They’re exactly the kind of ambitious independent business we want to support at St James Yard.”
