by Local residents are fighting against the opening of a branch of bakery chain Gail on their high street, fearing it could put independent cafes out of business in one of London’s most gentrified areas.
Hundreds of residents in the east London village of Walthamstow have signed a petition to prevent the opening of a branch of Gail’s after plans were announced to open 35 new branches across the UK.
Organizer James Harvey is convinced that if this brand opens, local alternatives will be forced to close and the village will lose its character.
He warned: “This could lead to reduced visibility and foot traffic for independently owned businesses, threatening their existence and destroying the character and diversity that are key to Walthamstow’s charm.”
Walthamstow Village: Residents of the 12th century village fight against the opening of a Gail’s
A Gail’s bakery next to another huge international chain Pret in a central London street
The petition has so far gained 228 supporters and is expected to grow to 500.
Gail’s is proud of its bread and the petition on the Change.Org website cheekily references this with two baguettes crossed over each other.
The chain already has more than 130 stores across the UK and is seen by many as the successor to Waitrose.
The company opened in Hampstead, north London, in 2005 and slowly began to expand across the capital before moving on to new cities.
These include Wilmslow, Cheshire and Epsom in Surrey. Both are distinctly middle-class areas whose residents often commute to the cities for work but prefer to live away from the hustle and bustle of city life to raise their families.
Residents in these areas have said they desperately want a Gail’s because it is “the ultimate sign of gentrification.”
Gail’s CEO Tom Molnar said in an interview with the Mail’s magazine that it was a great compliment that people asked him about a Gail’s in their area.
“It’s a huge compliment,” he adds, “that people constantly ask him about a Gail’s in their area.”
Despite plans to open another store in London and more than 130 new openings, Gail’s managers do not see themselves as a chain.
In an interview with trade magazine British Baker, Marta Pogroszewska said that she felt “size” was an uncomfortable term and that the company would always focus on being a “neighbourhood bakery” rather than a chain.
The local village bakery, which locals fear could be forced out of business if Gail’s opens a store
Loyal customers of the Village Bakery enjoy a coffee and a selection of freshly baked bread
The establishment of a Gail’s in a city causes real estate prices to rise and is a sure indicator that the area is on the up.
Or as Dominic Agace, CEO of real estate agent Winkworth, put it: “Gail’s marks an area as a prime real estate market.”
But for local residents, represented by Mr Harvey in the village of Walthamstow, the introduction of the brand represents a threat to their individuality.
Mr Harvey added: “Walthamstow Village, a vibrant district in London, UK, is valued for its many local, independent and family-run businesses.”
“The uniqueness of our main street, a hub of these sought-after shops, is threatened by the prospect of Gail’s, a major bakery chain, locating there.”
“While Gail’s is valued for its quality, its enormous size and advertising reach risks overshadowing our beloved local stores.”
The appeal and marketability of Gail’s company is so great that her influence even extends beyond the property ladder into the realm of politics.
Because Gails was recently used in the general election as a tool to identify a particular type of voter.
The Liberal Democrats targeted constituencies where Gail believed there were Conservative voters who might be willing to switch parties.
Sir Ed Davey launched the project and called it “Operation Cinnamon Bun”.
It is perhaps no surprise that he has had little luck in the area, as Walthamstow Council has been run by the Labour Party since 2010, when Stella Creasy was elected.
However, if a Gail’s election were to be opened, it could potentially influence the election outcome in the region.
Gail was asked for comment.
