Biscuiteers CEO Francesca Pittaway looks ahead to 2026

Walpole: You were appointed Biscuiteers’ first external CEO in February this year. What was your career history before this – and why the move to Biscuiteers?

Francesca Pittaway: Before joining Biscuiteers, my career was built around championing creativity, digital innovation, and meaningful customer experiences. I spent several years as Commercial Director at Not On The High Street, where I helped grow a community of incredible creative businesses and deepened my love for brands with craft at their core. Prior to that, I worked in product development and commercial partnerships at BBC Children in Need, which gave me an early appreciation for purpose-led storytelling and the power of emotionally resonant campaigns.

Across these roles, I found myself consistently drawn to businesses that blend artistry with commerciality; brands that make people feel something. That’s exactly what drew me to Biscuiteers; it’s a company with extraordinary creative talent, a fiercely loyal customer base, and a product that is genuinely joyful. The opportunity to help guide such a special brand into its next phase of digital and international growth felt like the perfect blend of strategic challenge and creative magic.

What has been your proudest achievement as CEO so far?

I wish I could say it was finally mastering hand-icing! Sadly, I’m still nowhere near as good as our extraordinary team of icers. There have been some truly meaningful milestones this year. We’ve delivered an incredible number of new product launches, including collaborations with Lulu Guinness and Manolo Blahnik, and a range of beautiful new birthday products such as our Birthflower Letterboxes. Our brand new Chocolate Orange Mince Pie has been received so well so far and is truly delicious. Last month, we also launched the first chapter of our Disney partnership, starting with the most stunning Disney Princesses tin, which feels like such an exciting moment for the brand.

Operationally, migrating our entire legacy ecommerce platform to Shopify in just seven weeks, launching at the start of October - with an incredibly small but mighty team - has been a huge achievement. Many people told us not to attempt it ahead of peak season in such a short space of time, but I knew how critical it was to optimise the customer experience ahead of our most crucial time. We pushed the boundaries and so far it is really paying off in site performance. These are the moments that make me proudest: when creativity and courage come together and deliver something of value to both customers and in turn, the business. 

What’s a key goal for the company that you’d like to achieve next year?

In 2026, a core focus will be deepening our position as the global leader in hand-iced gifting. That means continuing to expand our partnerships, elevating our digital experience even further, and growing our national and international reach. We want more people to experience the joy and theatre of Biscuiteers whether they discover us online, in-store, or through a collaboration they love.

What is your vision for success for the brand and how will you measure this?

The company vision I have established is to be a globally loved, multi-channel brand, famous for creating the world’s most unique and innovative edible works of art. Success, for me, is measured both emotionally and commercially. Of course we look at growth, profitability, and operational excellence, but equally important is how customers talk about us: their delight when they open a tin, the moments we help them celebrate, and the loyalty that comes from feeling truly cared for. When we consistently create that sense of magic, we know we’re succeeding.

What is the central tenet of luxury and how does Biscuiteers deliver this?

The heart of luxury is thoughtful attention: to detail, to craft, and to the individual. True luxury feels considered and personal. It elevates the everyday. Biscuiteers delivers this through our incredible hand-icing artistry, but also through the experience that surrounds it: beautifully designed packaging, meaningful storytelling, seamless digital journeys, and service that feels genuinely human. Every biscuit is made by real hands and real creativity, and that’s an increasingly rare and increasingly valuable form of luxury.

What trend or development with the luxury customer is becoming increasingly important and how is Biscuiteers embracing this?

Luxury customers today are looking for personalisation, authenticity, and a sense of emotional connection with the brands they choose. They want products that feel unique, experiences that feel effortless, and brands that reflect their values. We’re embracing this through more customisable gifting, deeper storytelling around our craft, and continued improvements to the digital experience so that discovering and sending Biscuiteers feels beautifully intuitive. Our collaborations also play into this, partnering with iconic brands who share our commitment to creativity and joy.

What does ‘true luxury’ mean to you personally?

For me, true luxury is time. Time to enjoy the moments that matter. Anything that gives a feeling of ease, care and presence. Whether it’s an experience, an object or a tiny pause in the day with my cup of tea and my family & friends. And that’s what I hope we’re giving our customers too: a moment of delight, beautifully made and thoughtfully delivered, that makes your time feel a little more valued.

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