Penny For Pound has opened a second bakery in Moorabbin's Morris Moor precinct, near Stomping Ground beer hall and burger spot Royal Stacks.

The business, run by pastry chef Matilda Smith and husband Ben Wilson, started as a pastry shop in a 40-square-metre space in Richmond. The Moorabbin location is 550 square metres, housing a cafe as well as two enormous production kitchens.

Croissants are king here. There are classics such as plain, chocolate and almond, and variations such as Reuben (filled with pastrami, sauerkraut, cheese and Russian dressing) and strawberry cheesecake. The counter is covered with Portuguese tarts, petit gateau including cherry and pistachio, and larger cakes sold by the slice.

Almost every wall in Penny For Pound is glass, both around the perimeter and internally, offering kitchen theatre to patrons and those passing by.

"The Richmond store is also very transparent," says Wilson. "The challenge was carrying through the same idea to Moorabbin, but on scale."

Designed by Sans-Arc Studio, the sun-drenched interior follows a mostly green palette across terrazzo, booths for small groups and smaller tables.

Menu favourites so far include the eggs Benedict with kaiserfleisch and the Reuben sandwich with house-smoked brisket. Coffee is made with beans from Axil Coffee Roasters.

Smith and Wilson are keeping busy, opening a third Penny for Pound in Camberwell this June.

Open Mon-Fri 7am-4pm; Sat-Sun 8am-4pm.

7 Cochranes Road, Moorabbin, no phone, pennyforpound.com.au