The name of Oliver Adams is set to disappear off the menu in Rugby.
The traditional, Northampton-based bakers has announced it is closing its two shops in the town next Saturday, May 28.
Managing director Mark Jarvis said they were closing in Regent Street and in Hillmorton Road at The Paddox that day, as well as shutting its Daventry shop.
“It’s just the locations, they are not right for them, people aren’t passing by and buying their food.
“We’re doing a big reorganisation and are looking at which shops are going to be profitable.
“The business is carrying on but we just want shops in the right places.”
He said it was doing what any other retailer would do by opening and closing shops.
The firm can trace its history to Victorian times.
Its website says: “The baking tradition has been passed down through the family line since 1856 when, a virtually penniless 16-year-old boy, Thomas Adams walked into Northampton from Flore to learn the baking trade and became a Master Baker.”
As a craft bakery it has prided itself on supplying each of its shops, principally in Northamptonshire, with fresh bread each day from its Northampton bakery, along with its legendary cakes, with sandwiches and other items being prepared in-shop.