It was the time of corona lockdowns back in 2020, when Antwerp-based fashion influencer Dennis van Peel first started baking cinnamon rolls. His friends liked them a lot, and then also friends of friends.

He opened a Have A Roll pop-up shop in Antwerp a year later. Soon after more shops followed in Belgium: in Ghent and Brussels. Eventually they crossed the border by opening a store in Amsterdam, October 2023. Read more