Cutter & Squidge began as a market stall run by sisters Annabel and Emily Lui in 2013, selling a hybrid biscuit-cake they named the Biskie, before opening a permanent shop on Brewer Street in 2015. The Soho premises functions as bakery and café together, with additive-free ingredients used across biscuits, celebration cakes and a rotating counter of pastries, alongside coffee and a short savoury brunch menu. Cakes are made to order for weddings and events from the same kitchen, a trade that has grown alongside walk-in custom. It remains the sisters' only physical shop despite wholesale stocking through department stores including Selfridges and Harrods, keeping production and retail under one Soho roof rather than expanding into further branches.
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