How Cutter & Squidge started

Annabel and Emily grew up in a family of food lovers. Their dad was an innovative chef, and they spent much of their childhood in kitchens and restaurants.

Years later, both sisters found themselves in corporate careers, but something felt missing. When they looked at the cake market, they saw products that looked good but tasted artificial. They started experimenting in a tiny flat kitchen, blending their love of cookies and cake into something new: the biskie. The name came naturally - Annabel would cut the biscuit, Emily would squidge the buttercream inside.

Cutter & Squidge was born from a simple idea: real flavours, real ingredients, and desserts people genuinely enjoy eating.

Their first step was the fine food market scene. After sending out over 100 emails, only one person replied. That single yes led them to Chelsea Farmers’ Market - and soon after, approaches from Selfridges and Harrods.

Still working full-time jobs, Annabel baked through the night in their flat, producing everything themselves. When the department stores didn’t work out long-term, the sisters made a bold decision: they took their last savings and opened a tiny pop-up shop on Brewer Street. That pop-up led to the Soho store they still operate today - eight years on.

Pivoting in a crisis and finding growth

By 2020, Cutter & Squidge had three stores and a clear expansion plan. Then COVID hit. With shops closed overnight, the team pivoted fast - turning their entire range into a direct-to-consumer offering. They learned everything from scratch: packaging, nationwide delivery, customer experience.

Over two years, the business grew by more than 800%, earning Cutter & Squidge a place on the Sunday Times 100 Fastest Growing Companies list in 2023, followed by Online Bakery of the Year at the Baking Industry Awards.

Why Mimo?

Behind the joyful branding is a complex operation: payroll for a large team, supplier payments, marketing spend, and heavy upfront costs before peak gifting periods.

Before Mimo, payroll alone meant hours of spreadsheets and batch payments - a process Annabel openly dreaded each month.

With Mimo, everything changed.

Payments are scheduled, approved, and visible in one place. Payroll runs without stress. Supplier payments are easy to manage - even when volumes spike. And with Mimo Flex, Cutter & Squidge can confidently take on larger orders, knowing working capital is there when they need it most.

Looking ahead

Today, Cutter & Squidge is focused on becoming a go-to gifting destination not just baked goods, but curated moments of joy. From culturally inclusive celebrations to nationwide delivery, their mission remains the same:

Sell happiness. Thoughtfully. Beautifully. Deliciously.

With Mimo supporting their financial operations behind the scenes, the sisters can focus on what they do best - creating products that spread joy.