Newcastle’s bakery scene welcomed CRUMB when it first opened its doors in early 2025, and that buzz has continued with the bakery’s recent pop-up collaboration with surf, streetwear and golf brand RIVVIA is set to become permanent.

CRUMB, a collaboration between chef Ben Richardson and pastry chef Gareth Williams, was initially set for a two-month pop-up but RIVVIA founder Julian Wilson – an Australian professional surfer and Olympian in his own right – told Concrete Playground they had soon realised just how naturally the two brands could exist together.

“We knew pretty quickly that we wanted to make it permanent and create a home for everything we’re building with RIVVIA – from surf, street and gold to films, events and collections,” he said.

Ben said adding a central location to their original CRUMB cafe, located in Lambton, made sense.

“The response to the pop-up made the decision pretty easy,” he said.

“We loved being in The Junction, and people really embraced having CRUMB here. Making it permanent gives us the chance to create the space properly – opening up the front, adding outdoor seating and creating somewhere that feels part of the neighbourhood.”

The doors to the permanent RIVVIA Projects x CRUMB collaboration is set to open on October 3, 2026.