**Bake Off Star Benjamin Condé Brings Elegant French Patisserie to Swansea with Saint Hugo Bakery**
The distinctive aromas of classic French baking are sweeping through Swansea city centre, thanks to ambitious pastry chef and Bake Off: The Professionals quarter-finalist, Benjamin Condé. Having sharpened his skills in France and enjoyed impressive success with his first bakery in Llanelli, Condé is now expanding his celebrated Saint Hugo Bakery to a highly visible spot in central Swansea, promising locals and visitors a true taste of continental craftsmanship.
Saint Hugo’s name is itself a nod to Condé’s formative years. The bakery is inspired by a street in Nice, France, that the chef often visited during his meticulous training. Since launching in Llanelli’s bustling market, the patisserie has quickly earned a loyal following, having already served an impressive 7,000 customers and sold around 2,000 pain au chocolat in its first quarter. This brisk trade is a testament to Condé’s commitment to quality and his knack for introducing rural Wales to refined pastry traditions.
Recalling the nerves surrounding his Llanelli debut, Condé said, “We were both nervous and excited about introducing upmarket French patisserie to a relatively rural area. But we found reassurance in knowing that even in remote locations—like some lauded Nordic and Californian restaurants—quality and ingredient-driven food scenes can thrive.” Drawing inspiration from abroad, Condé has adopted the philosophy of using the finest ingredients possible, sourced both globally and locally.
Saint Hugo Bakery’s offerings are shaped by an unwavering focus on provenance and process. The team imports Parisian flour and premium butters from Edinburgh, while also championing local Welsh ingredients such as Gower-sourced fruits and Shirgar butter. Welsh milk and regional produce further ground the bakery in its surroundings. Condé passionately explained, “We’re obsessed with perfecting our products, from pain au chocolat with imported French chocolate to seasonal brioche made using local fruits. Everything reflects our love for the craft and the community.”
The Swansea branch, which has now commenced trading at 11 St. Mary’s Square near the Social Bean café, is described by Condé as “really, really central”. He notes that while Swansea previously required a trip to Uplands for specialty coffee and pastries, Saint Hugo now brings expertly honed, high-end fare directly into the heart of the city centre—with a setting designed for lingering. Unlike the original Llanelli shop, the Swansea location offers increased seating, aiming to deliver a more leisurely, “sit down” experience.
Asked why he chose Swansea over Cardiff for his first major expansion, Condé remarked, “Cardiff is undoubtedly the centre of brunch culture, but for us, retaining more direct relationships with our Llanelli team and our Welsh suppliers is key. The access to outstanding ingredients from the Gower and Swansea, from seasonal berries to rich dairy, means we keep that unique local connection.”
Condé is also committed to fostering culinary talent within the region, expressing a desire for the bakery to be known as somewhere “aspiring bakers and staff want to train and work, because of our care and standards.” This community focus underpins his broader vision for the Saint Hugo brand, blending the precision of Michelin-starred kitchens—where menu items update frequently based on what’s growing locally—with a warm, approachable style.
Visitors to the Swansea bakery can expect a menu that shifts every few weeks to highlight the freshest artisanal ingredients. Patrons may find filled brioches, hand-made focaccia, and an array of brioches stuffed with cheese, ham or roasted vegetables, all adapting with the seasons. In summer, the patisserie will feature peaches, apricots, and stone fruits, giving way to berries and apples as the year progresses.
Condé believes the Swansea outpost delivers a “more polished” customer experience, emphasising comfort and setting as much as culinary excellence. “We want you to feel at home, whether it’s summer or winter. There’s seating, soft furnishings, quality fabrics—everything contributes to a cosy environment where you can relax and truly enjoy top-notch French patisserie,” he enthused.
With its doors officially open from Friday, 9 May, and operating Tuesday to Saturday each week, Saint Hugo Bakery stands poised to become a centrepiece of Swansea’s food scene—an enterprise marking both Condé’s deep appreciation of French tradition and his devotion to local Welsh culture and talent. As Saint Hugo continues to grow, it balances a global vision with a steadfast local heart, offering south-west Wales a genuine taste of both worlds.