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Wetherby business Costello’s Bakery gets a Twitter boost from Theo Paphitis

A Wetherby firm has received a business boost from Retail Entrepreneur Theo Paphitis. Last week, James Costello, owner of Costello’s Bakery, tweeted Theo about his business during ‘Small Business Sunday’ and was one of six winners to gain a retweet by Theo to his 500,000 Twitter followers.  The weekly initiative, set up by Theo in 2010, now has over 2500 #SBS winners and supports small businesses in the UK.

Business and retail entrepreneur and self-confessed Shopkeeper, Theo re‐tweeted Costello’s Bakery’s message to his almost 500,000 followers and as a result, has seen a huge rise in website subscribers and extra orders for their brownies, flapjacks and cakes. They are also profiled on the #SBS website ( that is exclusive to all Small Business Sunday winners.

Costello’s Bakery is an independent, family-owned business making brownies, bakes and all things cakes. As well as their wholesale bakery, they have three coffee and cake shops in Yorkshire and offer nationwide delivery.

James Costello said, “It is great to have support from Theo because whilst our shops were closed during lockdown, we focused our efforts to our online sales. It’s been tough trying to raise our online profile and Theo has recognised our hard work and helped spread the word about what we do to his following.”

Small business champion and Ryman Stationery, Robert Dyas and Boux Avenue Chairman, Theo Paphitis, said: “We are thrilled to welcome new #SBS members every week and highlight just how important it is to support our small businesses here in the UK.  My vision is that everyone who has ever won an #SBS re-tweet from me becomes part of a friendly club; like-minded individuals who can share successes and learnings. The website will also give a valuable profile to the winners chosen and I wish Costello’s Bakery every success.”

Anyone looking for a re‐tweet from Theo should tweet him about their business on Sunday between 5pm and 7.30pm and include the hashtag #SBS.

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