IRO Sushi has signed five new locations as it accelerates its UK expansion strategy.
The new openings, in Basingstoke, Bristol, Ipswich, Ilford and Maidenhead, take the fast-growing sushi brand’s UK estate to 38 locations.
The move will strengthen its presence in existing regions, including the Thames Valley and Home Counties, while also marking entry into new towns and cities such as Bristol and Ipswich.
All stores will roll out in the brand’s newly updated store design, which is inspired by traditional Japanese ‘izakayas’ (casual dining establishments), featuring ambient lighting and contemporary finishes.
The new signings follow continued momentum across the business. Last year, the group delivered a 29% increase in system sales year on year to £18.5m. The group remains on track to deliver on its ambition to reach 100 locations by 2030.
“This is another significant milestone for IRO Sushi,” said founder and CEO Chhong Sherpa. “Over the last six months, we’ve worked hard to refine our proposition with the launch of our new store format and continue evolving our menu.
“Now, with the foundations firmly in place, we’re ready to turbocharge our growth with the opening of new sites across the UK.”
He said this would see the brand looking to strengthen its footprint in “high-growth areas”, such as the Home Counties and London.
“This will create new opportunities for us to introduce the brand to more consumers, continue evolving our proposition, and take a step closer to becoming the brand of choice for lovers of sushi and Japanese cuisine across the country.”
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