In Birmingham’s Digbeth, the Custard Factory has undergone a striking change of use. Once the home of Bird’s Custard, the complex of Victorian industrial buildings is now a hub for creative businesses, independent retailers, restaurants, bars and cultural venues.

Its transformation began in the early 1990s and has played a significant role in the regeneration of Digbeth.

From Custard to Creativity

The site was originally developed by Alfred Bird, whose father, also Alfred Bird, invented Bird’s Custard in 1837. The company’s Birmingham factory produced the famous egg-free custard powder, which became a household product and was eventually exported around the world.

The buildings that make up the present-day Custard Factory were developed as the business expanded. The Grade II listed Devonshire House formed part of the original complex, alongside a series of surrounding factory and warehouse buildings.

Bird’s production eventually moved away from Birmingham, relocating to Banbury in the 1960s. The former factory buildings subsequently fell into decline as manufacturing activity in Digbeth reduced.

A New Use for the Old Factory

In the early 1990s, the neglected buildings were acquired and began to be restored and converted into offices and studios. Rather than creating conventional commercial space, the development focused on attracting creative businesses that could make use of the character and relatively flexible spaces offered by the former industrial buildings.

The approach proved successful. Historic England records that the refurbished head office building was fully occupied soon after completion, with more than 100 companies employing around 1,000 people. The development subsequently expanded across approximately 15 acres.

What You'll Find There Today

The Custard Factory is now home to a mixture of creative and digital businesses, independent shops, restaurants, cafés, bars and entertainment venues. It has developed into one of the best-known destinations within Digbeth’s creative quarter.

The site's uses are deliberately varied, with spaces accommodating everything from offices and studios to leisure and hospitality. This gives the former industrial complex a very different character from its original manufacturing role.

A Catalyst for Digbeth's Regeneration

The significance of the Custard Factory extends beyond the buildings themselves. Its early conversion helped establish Digbeth as a location for creative and cultural businesses at a time when much of the area was underused.

Historic England describes the project as a pioneering example of heritage-led development, noting how the reuse of historic industrial buildings helped create a self-sustaining process of economic and social improvement in the area.

The story of the Custard Factory is therefore not simply one of a factory being converted into offices and leisure space. It demonstrates how retaining the character of historic industrial buildings can help create a new identity for an entire neighbourhood.

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