Naked Dough, UK’s first edible cookie dough café, started over a year ago by founders Jen and Hannah. Inspired by NYC’s popular DO, and starting in a small kitchen, the brand has grown in the last year, making its one-year pop-up debut in London’s Camden Market, and marking its third physical location!
Storefront sat down with Naked Dough to discuss their pop-up strategy and why they’re excited to break into Camden.
- Why did you chose to launch in Camden this year?
We knew we wanted to launch a third site in a London hot spot. Camden seems like a great place. It harks back to old street, underground roots. Our previous location in Westfield is a corporate shopping center so we wanted somewhere which hit the target market of tourists, plus a fun, quirky place. It’s got loads of interesting and different traders, and is such a lovely historical place in London.
Plus, the landlords at Camden were really nice! Our stall is right near the entrance, with 30% of footfall traffic coming and going through that gateway. Especially in the height of the Summer with 400k tourists a week going there that’s a huge amount of the people coming into the market who will see our shop.
- Talk to me about what you envisioned for the space.
Our first day open to the public was July 20th; we had a whole day planned of free cookie dough, so anyone who came got a free cookie dough and ice cream! We’re also looking to partner with different brands and launch different partnerships which will be exclusive to this location as well.
- What has been the best part so far about popping up in Camden? Are you surprised by anything so far?
We just love the energy and vibe at Camden Market – it fits Naked Dough so well, we feel. We had a feeling it’d be a great location for us but I guess it’s been a pleasant surprise that the kiosk has been so successful and busy since opening.
- What kinds of events do you have coming up in the store? Anything for the Fall to get people excited about?
We’re about to launch a brand new dough that we think will be a little bit of a game changer – watch this space! And we LOVE Autumn and Hallowe’en so look out for some Special Edition doughs and flavors appearing on the kiosk.
- What’s great about the specific market area that you chose to have the store located?
The bustling vibe – we get people from everywhere and every walk of life coming up to the stall – people on their way to work, tourists, shoppers… It’s also so great to be surrounded by so many other fabulous food stalls – particularly as many of them offer a savory option, so we can provide dessert!
- What’s up next for Naked Dough?
We’d love to have a central London location and small pop-up stores as well, that model really works for us! It’s such an open book there’s so many different possibilities.