A BRADFORD dessert chain will open its new flagship store in the city today.

Icestone Desserts - which opened as Icestone Gelato in 2013 and has since set up branches across the country – will open the new store at 5pm today.

It is located directly opposite Icestone’s current branch on Leeds Road and boasts an updated menu, as well as “upmarket” décor and design.

Bradford Telegraph and Argus:

A spokesperson for the chain is hoping that the move can help to expand the business and also give something back to the district.

“With this rebrand, we have improved in terms of both décor and desserts”, the spokesperson said.

“We have managed to grow the brand over the years, and we currently have 13 stores in operation.

“Our new flagship store will be competitively priced, and we have maintained the same standard of ingredients, not compromising on what has brought us our success.

“The aim of the rebrand is to look at new markets – we have sold a franchise in London, which is due to open in around four months’ time, off the back of this.

“Icestone as a brand has always invested in Bradford first and foremost and has always put Bradford first, in terms of employment and in terms of trying to generate revenue in the city.

Bradford Telegraph and Argus:

“This is our comfort zone, and we know the market well in our home city.

“We have also now bought a new production unit not far from here and with this new branch, we will also be looking to employ more people and take on more trainees.”

The spokesperson added that, despite the business’ continued growth, it remains well aware of where it all began.

“We have gone national, but we will always remember our roots”, they said.

“We always try to invest in Bradford and try to take on as many people as possible.

“This new flagship store is a great advert for Bradford. People have always enjoyed our desserts and will get what they have always loved at our new branch.

Bradford Telegraph and Argus:

“Everyone is always welcome. Our new branch is a fabulous setting where people can enjoy their desserts in a beautiful surrounding.

“We want to thank all of our local customers, as they have helped us to build our brand over the years.

“We hope to keep up the good work and carry this forward.”