New World Trading Company to launch new brand the Furnace in Sheffield

Pub and bar operator the New World Trading Company has announced that its new brand the Furnace will open in Sheffield’s Heart of the City scheme in early summer.

It follows the group’s opening of restaurant-bar the Club House in Plymouth last month and is the second site in Sheffield for the business. The name was decided through consultation with the group’s fanbase and has been inspired by the city’s industrial heritage.

New World Trading Company chief operating officer Natasha Waterfield said: “The creation of a new brand is always incredibly exciting – and the feeling of launching it to market never tires. Our new team have worked incredibly hard to balance the creation of a new brand while navigating lockdown and reopening our existing estate. I can’t wait to share more about our new brand in the coming weeks.”

Liam Wood, who will head up recruitment for the Furnace, said: “Sheffield is famous for being an industrious city, so we’re excited to meet the hard-working local staff as we open up applications to join the Furnace family.”

Nalin Seneviratne, director – city centre development, Sheffield City Council, said: “We are delighted to see the Furnace nearing completion and look forward to it opening in due course.

“It’s always wonderful to see new businesses open and especially so following the challenges of the past year. This is a venue of real quality run by a much-celebrated UK operator and we’re confident it will be a popular addition to the city centre’s vibrant hospitality scene. Located a stone’s throw from HSBC and CMS’s new office development, it will undoubtedly appeal to the after work social crowd, as well as encouraging people into the city centre to spend time with family and friends.”

Andrew Davison, project director at developer Queensberry, said: “New World Trading Company is one of the most impressive bar operators in the UK and we are hugely excited to see them open as part of Heart of the City and help enhance the city centre’s food and drink scene.”