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About Us

Welcome to Bayley and Sage

Jennie Allen started Bayley & Sage in the autumn of 1997.

We opened the doors in Wimbledon Village to welcome our first customers and have never looked back!

People often ask how Jennie came by the name. Bayley & Sage is in fact named partly after the son of a friend, as an homage to the next generation and combined it with sage, as reference to both the herb and wisdom. Bayley & Sage was born!

Thirteen years later the second store was established in Parsons Green. The desire to sell great food to the people of London gained pace and more store openings followed. You can now find us in Parsons Green, Turnham Green, Fulham, Battersea, Wandsworth, Chelsea and Belgravia.

A Distribution Centre, a Production Kitchen, a Central Hub, and a homeware store Abode to complement our food offering were added to the estate by the end of 2021.

At the point of setting up the third store, Jennie was presented with some serious health issues which further reinforced her belief and passion for fresh food being a vital part of good health and a happy lifestyle.
Our stores are based in communities filled with friendly families and a village atmosphere. We are always delighted by how wonderful our customers are, we love getting to know them personally, enjoy chatting with them about our produce and receiving their feedback.

We are proud to promote from within: Daniel, one of our first store managers, is now our Operations Manager. Olga who started on the deli is now our Accounts Manager, Terry who was with us in the early days then took a long detour and re-joined us as our Managing Director, Mark re-joined us our Commercial Director and Jesper who was one of our Buyers now runs our Distribution Centre. In fact, all our store managers have grown through the company and are equally passionate about good food and their customers.

We have created several of our own label products, including extra virgin olive oil, cheese crackers, a selection of wines, our very own Bayley Blue cheese and chocolate truffles and we look forward to creating more exclusive Bayley & Sage products in the future.

A little bit about our mascot – Bailey the dog! Jennie found Bailey at All Dogs Matter in north London. When she found out her name, it was simply fate and so Bailey found her new home. Now Bailey is a valued member of the Bayley & Sage team. She enjoys long walks on Wimbledon Common after attending important meetings.

If you would like to keep in touch with our news please sign up to our newsletter for new product info, tastings, and events.

We hope to see you in store soon.

The team at Bayley & Sage

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