Northampton’s leading sweet business launches unique twist on viral concept called ‘The Sugar Shed’
Northampton’s leading sweet business is launching a unique take on a concept currently going viral on social media, which she has called ‘The Sugar Shed’.
Dani Martin founded Simply Sweetie, a premium confectionery company with more than 100 varieties to choose from, back in February 2021.
Along with collections from Dani’s home in Duston and local deliveries, the sweets are also available for nationwide delivery.
Having juggled family life and health issues that she and her youngest daughter experienced in 2023, Dani had to consider if she could continue with Simply Sweetie.
However, she was determined to make a go of it in 2024 and did not return to her former job as a trampolining coach. She has not looked back since and 2025 was a stand out year.
After a long wait since she came up with this concept last summer, Dani is adding a new string to her bow now that she and her family are settled into their new home.
The Sugar Shed will be located outside Dani’s home at NN5 7FP, which will be fully stocked with lots of Simply Sweetie goodies from Saturday, February 28. Dani will post the shed’s opening days and times each week on social media.
Every item will be clearly marked with a price and customers choose their items, add up the total and pay by cash or card. They can either put the correct cash into the honesty tin or scan the QR code to pay online.
Change will not be available for those paying cash and clear instructions will be displayed inside the shed, along with a calculator and small bags to make everything easy.
When asked why now was the right time to launch The Sugar Shed, Dani said: “With the house move, I didn’t want to start something and then have to move it. Now we’re in and settled, it’s time. The thought process started way back in summer last year.”
The reason Dani is not releasing a set list of opening days and times is because she is hopeful about opening during the week as well as weekends – but nothing is set in stone.
“Nobody’s done this yet and it sounded like an exciting and new concept to give a go,” said Dani. “I don’t know how successful it’s going to be but it felt like the right next step for the business.
“It will have the same Simply Sweetie quality and people can support local. There will be the same premium sweets at reasonable prices, and something you wouldn’t get in a supermarket.”
Dani also looks forward to launching her website this year and revealed her end goal is to have a premises of her own.
As she has seen how rental rates are pushing people out of business, Dani will continue to run Simply Sweetie from home until something reasonable and suitable becomes available.