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A European-inspired bakery based in Pleasanton is gearing up to open a second location early next month in downtown Livermore.
Known for selling elevated desserts and pastries, Primrose Bakery will be offering the same sweet and savory treats at its new shop on South J Street.
The expansion comes as Livermore-based owners Jesse and Jessica Eiland, a husband and wife duo, have eyed their hometown for years as the site of a second storefront.
“We are downtown a lot and we just see how vibrant it is down there,” Jesse Eiland said of opening a shop in Livermore. “We think we have a unique niche there.”
Primrose Bakery originated in Castro Valley and only in 2003 did the previous owners open a second shop in Pleasanton, according to Jesse Eiland.
Jesse and Jessica Eiland jumped at the opportunity in 2014 to purchase the business.
“It was kind of a no-brainer,” he said.
Life-long baker Jessica Eiland had already been working at Primrose for the last 15 years or so. Meanwhile, Jesse Eiland brought his experience in managing and human resources.
“When her boss was ready to sell the bakery, they gave it to us on credit. We paid it off in about three years and the rest is history. We’ve never looked back,” Jesse Eiland said.
In the years since, the Eilands pursued a lease agreement for retail spaces at the Legacy at Livermore building to expand their business into the city. When negotiations fell through, the Eilands decided to expand the footprint of the Pleasanton location to take over an adjacent storefront vacated during the pandemic by a massage parlor.
“As it turns out, it couldn’t have worked out any better because now that we are expanding to Livermore we have way more capital to put into it. It seems things happen for a reason!” Jesse Eiland said in a message to Livermore Vine.
The Eilands plan to continue operations at Primrose in Pleasanton and use it as the home base for all baking and cooking.
Primrose Bakery in Livermore is set to open at 154 South J St.
