A business tinged with nostalgia and much loved by generations of WA holidaymakers has been put up for sale for the first time in 23 years.
Expressions of interest are being sought for the Rottnest Island Bakery, with price expectations believed to be in the range of $1.5 million to $2 million.
In what is thought to be a first for Rottnest, the business is being offered as a going concern, including goodwill, rather than just a sale of plant and equipment.
Veteran island businessman Ivan Rutherford said at the age of 72 he wanted to pass the bakery onto more youthful owners and see more of his family.
"There's younger people out there now that have got a lot more drive now than I have," Mr Rutherford said.
"I think the bakery needs to be taken to another level, which is possible with the right purchaser."
He believed the business stood to benefit from the developments planned for the holiday island.
"Happenings on Rottnest in the next two to five years are going to be enormous," he said.
It would be the end of an era if Mr Rutherford, an executive member of the Rottnest Island Business Community, finds a buyer for the bakery. Before taking over the business in 1990, he had run the island's General Store for 15 years.
He dismissed the commonly held view that holiday resort bakeries are a gold mine. "It's certainly not a licence to print money in this day and age," he said.
"All businesses on Rottnest are reasonably successful depending on the operator."
GMO Business Sales is fielding expressions of interests from this Saturday for a three-week period.
A buyer would need approval from the Rottnest Island Author- ity.
"It not only affords a great income and security but also comes with a lifestyle associated with living at Rottnest," GMO business broker Murray Brown said.The move to offload the bakery follows an unsuccessful attempt last year to sell Mr Rutherford's Red Herring restaurant over the Swan River in East Fremantle.