A Yorkshire dessert brand once fronted by The Apprentice winner Harpreet Kaur and backed by Lord Sugar has entered a new chapter after being acquired by luxury bakery group Starbake Patisseries, which has now opened a fresh site in Huddersfield.

Starbake Patisseries, known for its artisan French-style baking and high-end patisserie, has officially launched its new store on Hillhouse Lane, marking its first move into the town. The opening comes less than a year after the company took over Oh So Yum, the dessert chain established by Kaur following her 2022 victory on the BBC show.

Oh So Yum had grown a loyal following across Huddersfield, Bradford and Leeds, but the business faced ongoing pressures linked to the pandemic and a challenging economic climate. Starbake’s acquisition is being positioned as an effort to preserve the brand’s Yorkshire footprint while bringing a more premium offer to local high streets.

The new patisserie opened to customers over the weekend, drawing interest from residents keen to see the successor to Oh So Yum’s Huddersfield site. Starbake says its menu is centred on daily baked goods crafted by French-trained pastry specialists, alongside celebration cakes and luxury desserts served in a café setting.

A spokesperson said the Hillhouse launch represents “the first step” in the brand’s Yorkshire expansion following the takeover.

They said: “We’re proud to continue a legacy that holds meaning for so many dessert lovers in the region. Our focus is on combining quality, craftsmanship and accessibility while building on the foundations Oh So Yum created.”

The shop is now open at 12 Hillhouse Lane.