Brooki Bakehouse secures $25m investment to fund 100-store global rollout
Brooki Bakehouse founder and TikTok creator Brooke Bellamy has secured a $25 million investment from UAE-based property developer Arada to fund a rapid expansion of her Brisbane-born bakery chain across Australia and overseas.
Transaction snapshot
Deal value: $25 million
Deal multiples: N/A
Deal type: Minority growth capital investment in a bakery retail chain
Investors: Arada
Bellamy, who has more than 2 million social media followers, plans to grow Brooki Bakehouse to 30 stores nationally by the end of next year and 100 stores globally by the end of 2028. New stores are planned in NSW and Victoria next year, alongside its existing Queensland base.
Brooki Bakehouse is the latest social media-led consumer brand to attract institutional backing. York Street Brands, co-owned by influencer Indy Clinton, secured capital from alternatives firm iPartners in May and is now raising more funds to support a UK rollout.
Bellamy launched Brooki Bakehouse in 2022 and built demand through short video reels showing her daily baking routine and products, including cookies, cakes and macarons. The content drove long queues at her Brisbane stores on weekends and a strong online following. The chain has generated $10 million in revenue over the past 12 months, and same-store sales have grown by 150 per cent over the year.
As part of the deal, Arada chief executive Ahmed Alkhoshaibi joined the Brooki Bakehouse board earlier this year. In October, the Australian operations were restructured so Brooki Bakehouse became a subsidiary of a new UAE-based holding company, Brooki Global LLC.
The first international Brooki Bakehouse store will open in the UAE. The brand has already tested the market there through pop-ups since December last year, which replicated the long queues seen outside its original Brisbane locations.
The company started by shipping freshly baked cookies across Australia. Strong online demand then pushed Brooki to start shipping to New Zealand, the United States and parts of Asia in response to customer requests.
Arada’s $25 million investment is earmarked to fund Brooki’s formal entry into the UAE, including a flagship bakery in Dubai and expanded production capacity to support global demand. The funding followed approaches from more than six international investors and franchise groups. Brooki is expected to seek further capital to support future expansion into the United Kingdom and Asia next year.
Bellamy declined to disclose the valuation implied by Arada’s investment. She described the interest as “a sizeable stake but not a majority”, confirming Arada as a significant but minority shareholder.
Alkhoshaibi said the Brooki investment aligned with Arada’s broader strategy. “This transaction with Brooki Bakehouse reflects Arada’s commitment to creating meaningful lifestyle experiences that connect people through culture, food and design, as well as our track record of investing in and expanding best-in-class Australian brands overseas,” he said.
“Our investment will enable Brooki to scale its reach into new markets, particularly in regions where Arada operates, including the UAE and the UK, while strengthening its base in Australia,” he said.
