Hummingbird Interior Old Brompton Road Bakery

Source: The Hummingbird Bakery

The Victoria bakery will have a similar design as recently refurbished South Kensington branch

The Hummingbird Bakery will be opening a new site at the end of this month.

The American-style bakery business is set to open the doors of the 1,700 sq ft site on Buckingham Palace Road in Victoria, London, on 25 October.

This will be the brand’s fourth site in the capital, with the opening coming 18 months after The Hummingbird Bakery was acquired in a pre-pack deal by investment firm Acropolis Capital.

More openings are planned for this year alongside the continued refurbishment of existing sites after the business revamped the bakery in Old Brompton Road, South Kensington. Its other sites are in Portobello Road in Notting Hill and Frying Pan Alley in Spitalfields

The new Victoria bakery will feature neutral colours with accents of gold, marbled worktops and flashes of the brand’s signature Hummingbird Pink.

“At The Hummingbird Bakery we are in the process of revamping our existing bakeries and, as a team, are thrilled to be growing,” said The Hummingbird Bakery operations manager Simone Tasker.

Among the products to be sold at the Victoria site will be cupcakes, American pies, cheesecakes, cookies and ‘Crownies’ brownies. A focal point of the bakery will be a personalisation station where guests can have desserts and celebration cakes personalised by a team of expert bakers.

One thousand customers who visit the bakery or pass by Victoria station on opening day will receive a free sweet treat, which includes cupcakes, pies, cookies and crownies.

“We have put so much love and effort into creating delicious, fresh, high-quality products for the people of London to enjoy,” said Marta Nillson, head of bespoke at The Hummingbird Bakery. “The store will feature some exciting new bakes to celebrate our new king, from our whiskey bundt to and our new fruit loaf.” 

This summer, the business launched its first nationwide offering in the shape of cupcake decorating kits that include everything consumers need to frost six cupcakes including frosting, sprinkles and a ‘How to’ guide.