New bakery sells 700 baked goods within hours

A new bakery in Nõmme has become so popular within weeks that it sells out of baked goods within the first few hours of opening, ERR reported. Owner and baker Erik Otti said waking up before dawn remains difficult despite being part of the job.

Pagar.ish opened at the end of August and is open from Thursday to Sunday. Otti’s alarm rings at 3:29 a.m., and he must be at the bakery by 4 a.m.

“I want to thank my partner Laura, who pushes me out of bed. The first day is fine, but by the third day you need help getting out of bed. It is difficult. I don’t think anyone finds waking up that early easy,” Otti said on the R2 hommik programme.

Before opening his own bakery, Otti worked at the popular Karjase Sai bakery. That experience gave him the confidence to start his own business.

“If you manage there, prove yourself and grow, then the next natural step should be to do something of your own,” Otti said.

Asked what is needed to run a bakery, Otti joked that it requires a lot of electricity and a proper oven. He said a good oven costs tens of thousands of euros, while buying a poor-quality used one can lead to even higher repair costs.

Otti said he had not expected demand for his products to be so high. He has bought a new refrigerator every two days to store everything, he said. The bakery usually sells 500 to 700 baked goods within two or three hours.

“This pace is unbelievable. You cannot plan for it. You simply push yourself to the maximum, make as much as you can and hope for the best,” Otti said.

Sourdough breads are the most popular products. The bakery’s record is selling 50 loaves in 14 minutes.

Otti said he is not worried that the queue outside the bakery might eventually disappear. His aim, he said, is to make bread and develop his own style while building a community bakery in Nõmme.

“It is for everyone and all the time. I really enjoy doing it, and as long as people come and buy bread, I will keep doing it,” he said.