French luxury bakery Ladurée has opened a new branch at The Royal Exchange in London.
The boutique comprises a showroom on the first floor dedicated to its “special products and services”.
Available for takeaway only, the offering includes its signature macarons, patisseries and cream tea, as well as homeware. It also provides a full concierge service for gifting, personalised macarons and special-order cakes. Personalisation options include handwritten calligraphy, tailoring the macarons or designing the box.
Ladurée brand ambassadors can also host storytelling and macaron tastings, or champagne and macaron food pairing experiences, at private and corporate events.
A click and collect service and local delivery, via platforms such as City Pantry, Uber Eats and Deliveroo, will be available soon.
It is set to become the go-to outpost for gifting and concierge services for true gourmands, said the firm.
Consumers will also be able to see vintage limited-edition boxes, including the collaboration with artist Marina Abramovic.
With its headquarters in France, Ladurée has six UK locations in Burlington Arcade, Covent Garden, St Pancras, Harrods Food Hall and Selfridges Manchester and Birmingham.