Doughnut firm opens first permanent store

Doughnut firm Project D has opened its first ever permanent store.

The firm, which produces elaborately decorated doughnuts from its home in Derby, which are then delivered across the UK, has opened its first store at Loughborough University Students’ Union.

The shop, which is also open to the public, serves its full range of doughnuts and is the first place in the country to stock Project D shakes.

Operations director Max Poynton said: “We are so excited to have our very first permanent site and I’m very pleased to say we have been selling out almost every day.

“It’s the first time we have sold our shakes to the public and the feedback we are receiving is amazing – the vegan range, in particular, is very popular.

“We hope this will be the first of many stores across the UK and would like to thank everyone at Loughborough University for their support.”

Project D launched by selling doughnuts at pop-up events and kiosks in shopping centres until the pandemic hit, when it began an online delivery service.