Donutelier to open flagship site as it grows London presence

Donutelier is aiming to reinforce its position as one of the capital’s destination bakery businesses with the opening of two new sites.

Next month it will open a corporate flagship store on The Strand ahead of the launch of a smaller store on Oxford Street.

The business, which made its debut in 2022 on Charing Cross Road and opened its second site in Carnaby Street in 2024, describes itself as combining traditional pastry, a modern twist on classic French patisserie and family recipes.

“Our Charing Cross and Carnaby Street stores prove there’s an appetite in London for a bakery brand that goes beyond food to create a full sensory experience,” said Donutelier COO Théa Marks.

“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.”

The 112 sqm site on The Strand site will feature on-site bakery kitchens and is designed to serve as a morning coffee and breakfast spot for the local community, professionals and commuters. Donutelier said it was hoping to modernise the street by bringing a fun, aesthetic-led brand and creating a new hub for office workers and doughnut lovers. The business will be launching a range of new pastries alongside the store.

Opening in December, the 82 sqm Oxford Street site will be the smallest store in the portfolio but also one of the most striking, according to the business.

A ‘decoration theatre’ will be fully visible from inside and outside the store, designed to bring the brand to life in London’s busiest shopping district.

The site will open with a limited-edition Christmas collection inspired by The Nutcracker, a digital screen visible from outside the store, and a kiosk point for speedy treats.

“Customers can enjoy seating within a beautifully designed setting, while still experiencing the theatre of fresh decoration and the mesmerising Donut and Pastry Collection,” said the business.