Gail’s officially opened its new Soho bakery last week, as it continues its expansion across London.
The outlet – Gail’s 10th – on Wardour Street, is the first in a non-suburban location and marks a turning point for the bakery business.
The firm said it likes to experiment at each of its shop locations and has just launched a ‘pie of the day’ at the Soho branch, as well as a new product – the Soho bun. It is a small bun, made with plenty of cream and chocolate chunks, and it will only be available from its Soho outlet for a limited period.
The bakery chain said that although the business is growing, it is focused on retaining a sense of individuality for each outlet, based on the community in which it is located. The Soho shop features a zinc-bread shelf, as well as a cheeky piece of neon artwork by artist Ron Haselden, which spells out the words ‘nice buns’.
In May last year, Risk Capital acquired “a large stake” in north London artisan bakery Bread Ltd – parent company to Gail’s bakery and café estate.