Donutelier to open two new London stores on Strand and Oxford Street

Luxury bakery brand Donutelier is expanding its London presence with two new stores on the Strand and Oxford Street, following the opening of its Carnaby Street site last year.

The Strand location, due to open in November, will serve as the company’s flagship store.

Spanning 112 square metres and featuring an on-site bakery, it is intended to cater to commuters and local office workers as a breakfast and coffee destination, as well as a gifting venue.

Donutelier said the site will “modernise” the area by combining traditional surroundings with a visually-led bakery experience.

A second store on Oxford Street will open in December as part of a festive campaign inspired by The Nutcracker.

At 82 square metres, it will be the smallest in Donutelier’s portfolio but will feature a “decoration theatre” visible from the street and a digital screen display. A kiosk for takeaway orders and a limited-edition Christmas collection will also feature at the site.

Chief operating officer Théa Marks said: “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.”

Jack Purr, leasing manager at Derwent, added: “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 form part of Donutelier’s wider strategy to position itself as a leading destination bakery in the capital, supported by marketing collaborations and digital campaigns aimed at growing brand awareness.