Cake designer Peggy Porschen is set to unveil a flagship store in the capital next year. 

The 2,400 sq ft ‘parlour’ will open on Chelsea’s King’s Road in early 2019 and become the London-based bakery brand’s first “all day indulgence” concept, serving baked cakes, cupcakes and cookies, alongside light breakfasts, lunches and afternoon tea.

It will be the second bricks-and-mortar site for the company – which has operated a site in Belgravia since 2010 – and will open from 8am until 10pm, seven days a week.

The new premises will feature Peggy Porschen’s signature pink façade and large seasonal floral display. Other attractions will include a ‘live’ pastry chef station that will offer ‘piped to order’ plaques on any layer cake purchase.

“The King’s Road offers a vibrant and desirable catchment in the heart of Chelsea, and was an obvious choice for our next Peggy Porschen Parlour,” said creative director Peggy Porschen.

“Our Belgravia location has experienced dramatic growth in the past two years, with visitors from all over the world, and we’re delighted to be able to offer our customers an additional, larger space, with an evolved dining concept. This was a natural next step for us and the new location is absolutely packed with prettiness across all areas and offerings. We can’t wait to open our doors and see what our customers think.”

The brand originally launched by Porschen and her husband, Bryn Morrow, in 2003 as a bespoke wedding and celebration cake business, with a passion for creating edible works of art for all occasions.