Donutelier to open flagship and festive bakery stores on The Strand and Oxford Street
Boutique bakery Donutelier has announced it will open two new stores in London before the end of 2025. The new branches will be located on The Strand and Oxford Street – two of the capital’s busiest commercial areas – as part of the company’s ongoing expansion strategy.
The The Strand location is due to open this November and will serve as Donutelier’s corporate flagship. Spanning 112 square metres, the store will feature an on-site bakery and aims to cater to local office workers, commuters, and residents. The Oxford Street site, expected to open later on in December, will be the smallest in Donutelier’s portfolio at 82 square metres but is designed to be highly visible and accessible, with a focus on festive offerings and theatrical presentation.
Donutelier first launched in December 2022 on Charing Cross Road and added a second location on Carnaby Street in 2024. The brand key characteristics are its visually striking retail environments and its decoration theatre, where customers can watch pastries being assembled in real time.
The The Strand site is intended to function as a morning coffee and breakfast destination, with seating and a menu that will include new pastries: this would be the first time savoury items are introduced to its selection.
Oxford Street’s store will open with a Christmas-themed collection inspired by The Nutcracker. A large digital screen and a kiosk for quick service are intended to appeal to the high footfall in the area. The kitchen will be visible from both inside and outside the store, showcasing the bakery’s signature preparation process.
Théa Marks, Chief Operating Officer at Donutelier, said: “Our Charing Cross and Carnaby stores prove there’s an appetite in London for a bakery brand that goes beyond food to create a full sensory experience. With The Strand and Oxford Street, we’re not just opening new stores, we’re creating destination-led spaces where theatre, creativity and craftsmanship collide.”
Jack Purr, Leasing Manager at Derwent London, the developer behind the Oxford Street site, added: “We’re delighted to welcome Donutelier to the Derwent London portfolio. Their arrival will further enhance the vibrancy of the parade, and we look forward to building a successful partnership together.”
Food Desk
Photo: Justin De Souza
For further information and for online orders, visit Donutelier’s website here.
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