Donutelier to expand with two new destination stores in London

Donutelier has announced plans to open two new stores this year, building on the momentum of its Carnaby Street opening in 2024.

The expansion will see Donutelier bring its signature theatrical approach to donuts to two of London’s busiest districts: The Strand and Oxford Street. 

The new stores

Opening during November, The Strand site will become Donutelier’s corporate flagship.

Spanning 112sqm and featuring on site bakery kitchens, the new boutique is designed to serve the area’s local community as a morning coffee and breakfast spot, similarly for the professional community and commuters. 

To enhance the offering for commuters and locals, Donutelier will launch a range of innovative new pastries alongside the opening of the store. 

Opening in December, Oxford Street will host Donutelier’s most festive site yet.

At 82sqm, it is the smallest store in the portfolio but also one of the most striking, with their famous “decoration theatre” this time fully visible from both inside and outside the store, designed to bring the brand’s artistry to life at the heart of London’s busiest shopping district.

Launching with its limited-edition Christmas collection inspired by The Nutcracker, a dramatic digital screen visible from the exterior, and a kiosk point for speedy treats, the fully immersive space combines convenience with Donutelier’s signature sense of spectacle. Positioned as a highly visual, shareable destination, Oxford Street is set to become a festive must-visit for Londoners and tourists alike.

Théa Marks, COO 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. Customers can also expect to see a new menu with innovative pastries, particularly for breakfast and maybe even the very first savoury items from Donutelier.”

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