Luxury bakery brand Donutelier has opened a flagship store on The Strand and will open another on Oxford Street in December, bringing its signature ‘decoration theatre,’ creative pastries, and immersive customer experience to central London.
Théa Marks, chief operating officer at Donutelier, said: “Our Charing Cross and Carnaby stores prove there’s an appetite in London for a bakery brand that goes beyond food to create a full sensory experience.
“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.
“Each site has its own personality, designed to resonate with the communities around it, while reinforcing Donutelier’s place as London’s most luxurious and creative bakery brand.”
The new stores will bring Donutelier’s signature ‘decoration theatre’ and immersive customer experience to two of the capital’s busiest areas.
The Strand location, spanning 112 square metres, will become Donutelier’s corporate flagship and feature on-site bakery kitchens.
The site aims to cater to commuters, professionals, and locals with morning coffee, breakfast options, and premium gifting.
To mark the opening, Donutelier will introduce a new range of pastries, with the potential for its first-ever savoury items.
The Oxford Street store, opening in December, will be the smallest in Donutelier’s portfolio at 82 square metres but will offer a fully immersive experience.
Its signature ‘decoration theatre’ will be visible from both inside and outside the store.
The launch will coincide with a limited-edition Christmas collection inspired by The Nutcracker.
The site will also feature a digital screen visible from the street and a kiosk for quick service.
Customers can enjoy seating in a beautifully designed space while watching donuts and pastries being freshly decorated.
Jack Purr, leasing manager at Derwent, said: “We’re delighted to welcome Donutelier to the Derwent London portfolio.
“Their arrival will further enhance the vibrancy of the parade, and we look forward to building a successful partnership together.”
The openings are part of Donutelier’s broader strategy to become a leading destination bakery in London.
The brand plans to increase awareness through influencer collaborations, high-quality visual content, and targeted outreach to both corporate and consumer audiences.
Oxford Street is set to become a festive must-visit for Londoners and tourists alike.
The fully immersive space combines convenience with Donutelier’s signature sense of spectacle.
