Lena Lu to launch into the UK this October
Lena Lu Donuts will open its first two UK locations in Primark stores at Lakeside and Watford this October.
Lakeside Lena Lu opened on Monday 14th October and Watford Lena Lu will follow one week later on Monday 21st October.
Lena Lu Donuts is an experiential doughnut bar which originated in Australia, created by entrepreneur Kym Hall which currently has an existing site in Lumiere Mall, Riyadh UAE.
The brand offers a menu of doughnuts, as well as bagels, coffees and shakes with the option for guests to create their own doughnuts from a changing menu of flavours, fillings, and toppings.
Primark customers can expect a doughnut bar area where customers can choose a doughnut or minis as the base of their creation and customise their own sweet treats with a choice of fillings, toppings and sauces to make their ideal donut masterpiece.
Meanwhile the grab-and-go areas at each location feature Lena Lu’s signature flavour combinations of doughnuts including Cookies & Cream, Jam, Chocolate Hazelnut and Biscoff Crunch.
Lena Lu is a youthful, bright and light-hearted brand which is expected to work perfectly with Primark’s customers.
A third centrally located UK store is due to open in November with even more sites on the horizon for 2025.
Gamechangers Investments is overseeing the launch of Lena Lu into the UK.
Drew Clover, development director at Game Changers Investments said: “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 said: “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 said: “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.”
