COVID-19 saw a flood of people decide to call the Southern Highlands home and now one well-known business is joining the trend.
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Chocolate cafe Oliver Brown, known for its decadent desserts and drinks, is opening in Bowral on Monday, April 11.
It's not a one-off either with the company moving away from its traditional CBD-focused stores according to General Manager Ben Nash.
"We're following suit basically [moving to regions]," he told the News.
"As a group we are moving towards regional locations and stepping away from CBDs and Sydney a little bit. We have a store in Dubbo on the way and we have opened coast and regional stores.
"We're saturated in Sydney and obviously with the pandemic we're finding more opportunities and loyalty servicing local areas.
"Bowral was something a little different, it's a special area. We had a few enquiries about the Mittagong area but eventually we decided Bowral was a better option at the moment."
If there's one thing Highlanders know well it's food and Nash said he was acutely aware of the standard locals will hold the store to but welcomed the challenge.
"It's a tough market and being in the local community you need to do right by the locals to be successful," he said.
"It's not just about having a good product.
"We're confident coming into the area while at the same time acknowledging the challenges in regards to competition."
Oliver Brown Bowral will feature an all-day brunch menu in addition to the usual desserts and drink range and encourage locals to come and check them out on Monday at 328 Bong Bong Street.
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