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Lifestyle Instagram food blogger Deliciously Ella is closing two of her London cafés after posting losses of £720,000

  • Published:

Ali Millington

  • Food blogger Deliciously Ella has closed two of her three London delis after posting losses of almost £724,000.
  • She shared the news with her 1.2 million Instagram following in a post last week.
  • However, her second business — cookbooks and products — reportedly has assets of £524,690.


Ella Mills, better known as Deliciously Ella, the food blogger who led the clean, green, plant-based eating trend, has closed two of her London cafés after posting losses of almost £724,000, according to The Times.

Mills shared the news that she'd be closing two of her three London delis with her 1.2 million Instagram followers in an Instagram post last week.

"Tomorrow we’re going to be saying goodbye to our deli at Seymour Place and Herne Hill. Seymour was Matt and my first venture together and we learnt more opening that site than we ever thought possible. It’s been a huge piece of our journey," she wrote.

"We realised very quickly that we needed a larger space, which is what led us to Weighhouse Street, just 5 minutes down the road."

Tomorrow we#emo#4oCZ##re going to be saying goodbye to our deli at Seymour Place and Herne Hill. Seymour was Matt and my first venture together and we learnt more opening that site than we ever thought possible. It#emo#4oCZ##s been a huge piece of our journey, and it#emo#4oCZ##s filled with many great memories. It really feels like a million years ago that we sat downstairs the night before opening unpacking the final boxes and panicking if anyone would ever come. Somehow lots of you did, and we realised very quickly that we needed a larger space, which is what led us to Weighhouse Street, just 5 minutes down the road. We love our cosy spot on Seymour Place and all of our regulars, but as time#emo#4oCZ##s gone on it has become clear that having two delis so close together doesn#emo#4oCZ##t really make sense, and that we#emo#4oCZ##d be better off focusing all of our attention on one deli (Weighhouse Street) and making it the absolute best experience for all of you. We#emo#4oCZ##re so excited that we#emo#4oCZ##ve been able to reach more of you by having our energy balls, granolas, bircher muesli and oat bars stocked in lots of shops throughout the UK, and we have lots of exciting plans for new food ranges throughout this year. We#emo#4oCZ##re really going to miss Seymour and Herne Hill and both will always have such a special place in the Deliciously Ella journey, but we#emo#4oCZ##re excited for all of the things to come at Weighhouse Street, and look forward to seeing you there soon. Thank you to everyone who visited us at Seymour and Herne Hill, we#emo#4oCZ##re incredibly grateful for all of your support in making this journey possible, we couldn#emo#4oCZ##t do it without you #emo#77iP###emo#77iP###emo#77iP##

A post shared by Deliciously Ella (@deliciouslyella) on

She went on: "We love our cosy spot on Seymour Place and all of our regulars, but as time’s gone on it has become clear that having two delis so close together doesn’t really make sense, and that we’d be better off focusing all of our attention on one deli (Weighhouse Street)."

Mills, who is the daughter of former Labour MP Shaun Woodward and Sainsbury's heiress Camilla Sainsbury, opened her first deli on Seymour Place in Marylebone with husband and business partner Matthew Mills in December 2015. The pair opened a second location, Mae Deli, on Mayfair's Weighhouse Street in 2016, and a third in Herne Hill in south east London last year.

While the couple's cafés may have posted losses of almost £724,000, their second business of cookbooks and products like energy balls "has assets of £524,690 and paid her dividends of £222,000 last year," according to The Times.

Debts from the closed delis will be re-paid with shareholder support, according to The Mail on Sunday.

Deliciously Ella began her eponymous healthy eating blog in 2012 as a student at St. Andrew's University in Scotland.

She had been diagnosed with Postural Tachycardia Syndrome (POTS) in 2011, an illness which effects the nervous system.

She told Business Insider that changing her diet and lifestyle — including cutting out gluten and going vegan — slowly began to help, inspiring her to start the blog.

Mills published her first book in January 2015, which became the fastest-selling debut cookbook ever in the UK, and has since written two more.

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