Lena Lu Donuts is set to expand its presence in the UK by opening its first two locations inside Primark stores at Lakeside and Watford this October.
The Lakeside store officially opened its doors on Monday, October 14th, while the Watford location will launch one week later, on Monday, October 21st.
Originating in Australia, Lena Lu Donuts is an experiential doughnut bar founded by entrepreneur Kym Hall. Currently, it operates an outlet in Lumiere Mall in Riyadh, UAE.
The brand offers an enticing menu featuring a variety of doughnuts, bagels, coffees, and shakes, allowing guests to customize their doughnuts from a rotating selection of flavors, fillings, and toppings.
Customers at Primark can anticipate a dedicated doughnut bar where they may select either a doughnut or mini as the base and personalize their treats with an array of fillings, toppings, and sauces, creating their ideal doughnut masterpiece.
Additionally, the grab-and-go sections at each location will highlight Lena Lu’s signature flavor combinations, including Cookies & Cream, Jam, Chocolate Hazelnut, and Biscoff Crunch.
Lena Lu embodies a youthful and vibrant brand ethos, perfectly aligning with the preferences of Primark’s diverse customer base.
A third centrally located UK outlet is projected to open in November, with further expansion plans on the horizon for 2025.
Gamechangers Investments is spearheading Lena Lu’s entry into the UK market.
Drew Clover, Development Director at Game Changers Investments, stated: “After the success of Lena Lu in the Middle East, it’s exciting to see the brand reimagined in the UK market. The concept is unique, and the partnership with Primark will accelerate the brand’s exposure in the UK.”
Kym Hall, brand owner of Lena Lu, remarked: “At Lena Lu Donuts, our journey has always been about creating fun and memorable experiences for our customers to enjoy with friends and family. From humble beginnings in Perth, Australia, to now partnering with Primark, it’s been an exciting road of growth and innovation. Bringing our interactive donut bar to Primark stores in the UK marks a special milestone for us.”
Jeremy Bussey, Lena Lu franchise partner, expressed excitement: “As the team behind Lena Lu, we’re thrilled to introduce our unique donut experience to Primark customers at Lakeside and Watford, with further sites coming soon. Our goal is to bring a fresh and indulgent offering to enhance the in-store experience for Primark shoppers, and we can’t wait to share our handcrafted donuts with the London community.”
Tim Kelly, Director of New Business Development at Primark, added: “At Primark, we’re always on the lookout for ways to elevate our customer experience, and the addition of Lena Lu Donuts to our stores in Oxford Street West, Watford, and Lakeside is another exciting milestone for us. With its fun, hands-on donut creation experience, we know our customers will love the chance to curate their own sweet treats while shopping with us.”
