The shop, due to open in November on Monmouth Street, will sell Pierre Hermé’s macarons and chocolates, and promises to offer a “truly Parisian gourmet experience”.
This is the second stand-alone UK boutique for the brand, which has a flagship store in London, Belgravia. Pierre Hermé Paris now has over 45 boutiques and is hoping to open several more by early 2015.
As a former head chef pâtissier at Fauchon, Pierre Hermé has been dubbed “The Picasso of Pastry” by French Vogue. He now owns the Pierre Hermé Paris brand with business partner Charles Znaty.
Sam Bain-Mollison is head of group retail strategy and letting at Shaftesbury PLC, which owns a lot of the property in the Seven Dials area. She said: “Seven Dials is London’s focal point for select international brands seeking to create something special in the capital.
“Pierre Hermé is the perfect addition to our established offer on Monmouth Street and brings to Seven Dials great brand cachet, a unique product, and a cosmopolitan experience that complements Seven Dials’ unrivalled array of leading brands.”