“Everyone is going from physical retail into online. Why are we going backwards?”

Andrew Smith is the co-founder and CEO of Yuppiechef and this is one of the questions he’s most often asked. To an outsider, it would appear that Yuppiechef’s retail journey is back-to-front. Starting out as an online store with range and personalised service as its biggest differentiators, 13 years, numerous e-commerce awards and one million hand-written cards later, the popular kitchenware site decided to open up physical stores.