Founded by restaurateur Omair Ali, SWEET began its story in the Midlands, with the first hugely successful dessert lounge opening up in Walsall. Ali vision to bring a vibrant and exciting dining experience to the British public on a high street level. Going from strength to strength, the lounges have multiplied across the country now based in 7 locations across the country. The newest location at Cranbrook Road will be offering the beloved SWEET experience and more, from a state-of-the-art coffee bar serving the finest artisanal roasts, to a private dining area for special occasions. The brand will also be the first to offer day-long remote working passes to entrepreneurs and freelancers alike, with amenities built in to cater to all needs.

Over the last 3 years, SWEET. has worked to bring a new, refined experience to the British High Street. The brand tells the story success within the British market during times of austerity, whilst also revolutionising the function of the English high street, during a period of significant uncertainty given the decline of the retail sector.