Bake Off star blames Council as award-winning bakery quits Llanelli after just one year
Saint Hugo Bakery, owned by Benjamin Condé who reached the quarter-finals of the prestigious baking competition in both 2022 and 2024, announced on social media that its Llanelli Market unit will shut its doors for the final time on Saturday 14 March.
The closure has sparked an outpouring of anger and disappointment from customers, many of whom have accused the council of driving yet another quality independent business out of the town.
In a Facebook post, the bakery said it would be “moving our energy to our other stores, our new Mumbles opening, and our production unit” following the closure.
The announcement comes against the backdrop of the council’s controversial plans to demolish Llanelli Market and relocate traders to a former Woolworths building on Vaughan Street, a move that has been met with widespread concern from stallholders.
The irony of the situation has not been lost on observers. When Saint Hugo opened in Llanelli Market, Cllr Hazel Evans, Cabinet Member for Regeneration, said the council was “thrilled to welcome Benjamin Condé and his new venture” and praised his “world-class creations.” The same councillor is now overseeing the market demolition plans that have contributed to the bakery’s departure.
The bakery opened in Llanelli Market around September 2025, just months after the council announced its intention to demolish the decades-old building which it says is approaching the “end of its structural life.”
Benjamin Condé, who honed his craft as a pastry chef in France and previously worked as executive pastry chef at the prestigious Dorchester Collection hotel in Ascot, returned to his Carmarthenshire roots to bring what he described as “a taste of France” to Llanelli.
The unit underwent a full refurbishment with state-of-the-art ovens and refrigerators before opening.
Customers responding to the closure announcement expressed frustration at losing what many described as a rare example of the kind of quality, independent business Llanelli desperately needs.
Alistair Corbett wrote: “Really sad to hear this. A wonderful addition to Llanelli town, and a much needed addition too. Artisan bakeries are usually found in the suburbs of cities like Cardiff, so to have your bakery in Llanelli town centre was a huge asset. Just what Llanelli needs; unique, interesting, independent businesses run by passionate people.”
Several commenters directly linked the closure to the council’s handling of the market situation.
Katy Lewis said: “What a shame but it’s no surprise to hear that Cyngor Sir Gâr – Carmarthenshire County Council have made it difficult for you, I’ve spoke to so many small businesses that wanted to set up in Llanelli and make the town better with their new and exciting ideas which we need but apparently CCC have just put so many obstacles in the way.”
Mia Savage added: “Llanelli needs more than betting shops, charity shops and pawn brokers. It needs a good scrub and polish of a lot of the buildings too. It could be nice but it is like the only thing the council seems to be good at is making more and more Hwbs. Sorry to hear that they are making it hard for yet another business. They want towns to be rejuvenated yet contradict that with silly high rents and taxes, making it almost impossible for small businesses to be profitable.”
Tracy Thomas warned: “There will be nothing left in Llanelli the way Carmarthenshire County Council are going.”
The council announced plans in July 2025 to relocate the market and potentially demolish the current building, which also houses the town’s only multi-storey car park with 527 spaces. The most likely option involves moving traders to the former Woolworths building using money from the UK Government’s Levelling Up Fund, with a target completion date of Spring 2028.
However, the proposed new location would see the market span two floors, raising questions about accessibility and shopper appeal. Critics have warned that the combined impact of losing both the market building and the car park above could push Llanelli’s already struggling town centre into further decline.
When the plans were announced, Cllr Evans said: “We’re faced with tight timescales to secure the money and ensure this option remains on the table. This is the beginning of a journey with our traders — their input is integral to how we design a new home for Llanelli Market.”
Saint Hugo Bakery’s other locations include shops in Swansea city centre and Uplands, with a new Mumbles store due to open soon. The business also operates a production unit.
At the time of opening, Benjamin Condé said: “Great food requires great ingredients, great technique and true love for food! At SAINT-HUGO every detail has been considered, to really bring flavour, passion and care to the forefront of the customer experience. Tasty food, great coffee… always.”
The Llanelli shop will close on Saturday 14 March, with the bakery encouraging customers to “come say goodbye before the doors close.”
A spokesperson for Carmarthenshire County Council said: “Having supported Mr Condé to establish Saint Hugo Bakery at Llanelli Market, Carmarthenshire County Council is saddened to hear that the business has chosen to leave.”
This article was updated on 26 February 2026 to include a response from Carmarthenshire County Council.
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