Bea’s of Bloomsbury is marking its 10th anniversary with an updated look, modernised menu and the opening of its new flagship store.

The flagship tearoom and cake shop will launch next Monday (29 October) in Russell Square, Bloomsbury, and will showcase the brand’s new contemporary look.

In addition to the main tearoom, the site will offer a bespoke cake consultation service, which can be booked in advance for wedding, birthday, and other celebration cakes. 

The existing tearooms at St Paul’s and Marylebone have also been refurbished, with a modernised food and drink offering set to roll out across the three sites.

Bea’s signature afternoon tea will continue to provide a take on the traditional experience and the cakes will delivered fresh from the Bea’s of Bloomsbury bakery every day. A new seasonal all-day menu will include brunch, handcrafted sandwiches and daily salads.

The menu includes a new coffee offer, featuring a bespoke Bea’s blend, as well as guest single-origin coffees. 

“Bea’s of Bloomsbury is our modern interpretation of a quintessential tearoom and it’s a concept that has enjoyed a lot of success over the past 10 years. To continue this success, we wanted to refresh the brand to ensure we keep that modern edge and move with our customers’ changing needs,” said Rachel Hillel, CEO of Bea’s of Bloomsbury.

"It’s not only the interior we’re upgrading, we’re launching the second wave of tearoom with a focus on an all-day dining offer, continual innovation, online ordering and click & collect. Marrying the high quality of our food with quality coffee is going to be a key part of the proposition and will allow us to widen our appeal.”

The new-look St Paul’s shop launched yesterday (22 October), with the Marylebone store to open on Thursday (25 October).