London-based artisan doughnut concept Crosstown Doughnuts has announced its first permanent store opening in Soho this spring.
The store will open at 4 Broadwick Street in Soho with the classic Crosstown offer, following the November launch of a pop-up at Piccadilly Circus underground station.
Crosstown Doughnuts’ products are stocked at more than 30 suppliers across London in addition to its own sites.
The offer includes doughnuts in flavours such as rocky road; sea salt caramel and banana cream; crème brûlée; peanut butter and berry; and the new lamnut - inspired by traditional Australian cake the Lamington. It comprises a cake ring doughnut covered in raspberry jam, dipped in chocolate then rolled in dessicated coconut. Crosstown sites also serve coffee.
A statement said: “With the raging success of our pop-up in Piccadilly Circus Tube Station, we’re beyond chuffed to announce the opening of our brand spanking new shop in Soho this spring.”
The company, which launched last year, has also announced it will deliver to a wider area within London between Monday and Friday.
The concept is backed by Adam Wills, co-founder of the Gourmet Burger Kitchen. Directors also include Marcus Miller, founder of Miller’s Bespoke Bakery, a wholesale bakery based in Wimbledon, and entrepreneur JP Then. Baker, television presenter and author Dean Brettschneider has also joined the group.
Additionally, Crosstown Doughnuts is guided by shareholder Peter Gordon, executive chef and co-owner of London’s Kopapa and The Providores & Tapa Room.