Our VISION is to REDEFINE SWEET TRADITIONS
Bringing a fresh, new perspective to the best of traditional British sweet shops so that they continue to be loved by all the family, just as much today and tomorrow as they were in years gone by.
Our core VALUES are based upon the timeless sweet traditions that we’re inspired to redefine. They are the fundamental principles that guide what we do and why we do it.
The Mr Simms franchise shops are effectively a network of independent businesses operating in a wide variety of locations from rural villages to seaside towns, tourist hotspots to bustling cities – and all under the same brand. Our property portfolio covers a range of store sizes and formats, in both traditional high streets and modern retail centers. This diversity is part of our unique character but, without careful management, it also risks confusing our customers and undermining our sense of value. Our vision and values provide the common ground upon which we can all stand together and set a new standard for traditional British sweet shops around the world.
Our history
You could say that our founder, Martin Peet, was born to this business. Descended from generations of confectionery shopkeepers dating back to 1891, he founded Mr Simms with a vision of celebrating the best of British sweet shops from times gone by.
The first Mr Simms Olde English Sweet Shoppe was born in 2004 with a unique combination of nostalgia, warmth and childlike wonder that was an instant hit. It quickly became a franchise business and, within 15 years, had grown to over 60 stores in the UK alone, plus a handful overseas.
It’s a story that is still evolving...
Our future
In 2019, we conducted an in-depth market study into our brand’s appeal.
We were thrilled to find that Mr Simms holds a special place in people’s hearts, thanks to the unique character of Martin’s original vision and our incredible range of traditional products: but we also learnt that, nowadays, our customers want a more modern sense of tradition.
So, going forwards, we’ll still be just as warm and friendly and passionate about our products: we’ll still care for our customers and our local communities; and we’ll still showcase the best of British confectionery heritage, alongside modern, international sweets – but our brand environments and marketing communications will become bolder, brighter and more captivating than ever.
We’re redefining what sweet traditions stand for.